Car mag’s sudden shape change angers agencies

EMAP has been accused by media buyers of “hitting the panic button” after presenting plans to change the shape of its Car title for the second time in three months.

EMAP has been accused by media buyers of “hitting the panic button” after presenting plans to change the shape of its Car title for the second time in three months.

The move comes ahead of the next Audit Bureau of Circulations figures, due out in February.

The magazine was relaunched in a new square format in August as part of a wider revamp, which also included a new layout. The changes were part of move to “focus on the magazine’s strengths” such as photography and followed a 9% drop in circulation to 94,033.

But the publisher has already decided to axe the square format and return to a standard rectangular magazine shape.

A spokeswoman denies it is returning exactly to its original shape. She says: “Car is not returning to its original-sized format but is increasing its vertical height by 3cm to satisfy readers who have fed back their appreciation of the recently re-launched magazine.”

But press buyers say the latest change is more likely to be linked with recent statements from EMAP predicting poor revenue results.

A source says that the move will anger agencies, who have spent months convincing clients that the format was right for them to advertise in.

He says: “I wish EMAP had given it a chance to run for more than three months.”

Another press director adds that the square look was “fresher and more luxurious”.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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