Don’t rely on fleet magazines

I was interested to see that in relaunching its fleet marketing programme, Nissan chose to continue using a magazine as its main communication vehicle. As Simon Carr points out, in “Fleeting gesture” (MW September 2), Nissan is talking to people who are “bombarded with information” – most of it fleet magazines from other manufacturers.

It seems that car manufacturers need to look at what endears fleet buyers to a brand. In my experience, it is minimising hassle – ensuring the fleet comprises brands that fit everyone’s requirements and taste, the cars always work, never get stolen, the insurance is low, and so on.

The other aspect that car manufacturers don’t seem to have addressed is the specific vehicle needs of the fleet buyer and their drivers: why does the company need the vehicles, how will they be used?

Is a magazine the right way to approach fleet buyers? Surely if they are over-mailed, then something different is needed to catch their attention. After all, aren’t magazines in this market (no matter what they contain) simply providing wallpaper?

I’m sure Tommy Hilfiger would have something to say about the Pro Action logo.

David Hodson

Mind the Gap


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here