Auto Trader launches lifestyle tablet title

Auto Trader, the online market place for new and used cars, is launching a digital lifestyle magazine called Ignition designed for tablet devices, just months after suggesting its print title may be axed next year.

Auto Trader launches tablet edition to replace axed print title.

Ignition, created by content agency FuturePlus, will include news, features and rich media content designed to “engage and entertain” drivers and car fans.

The magazine app incorporates search functions from Auto Trader’s online market place and a live Twitter feed with information about the vehicles for sale via Auto Trader. It can also be connected to users’ own Twitter and Facebook profiles so that they can share articles and reviews with friends.

It will initially launch for iPad devices priced at £1.49 per issue and will roll out across other tablet platforms.

Nick Gee, Auto Trader director of mobile, says: “Mobile is an extremely important and growing channel for Auto Trader. With over one million unique users per month accessing the Auto Trader website on an iPad [already] we wanted to create an interactive and innovative publication that the audience can engage with at their convenience.”

Jon Quirk, Auto Trader editor in chief, adds that Ignition provides a way for the brand to become more relevant in other interest areas beyond buying cars. It hopes to become an entertainment source for car fans as well as a resource for motorists looking to buy.

Auto Trader incicated earlier this year that it is likely to axe its 35-year old print title within 18 months, in response to the growing success of its online and digital operations.

More than 79 per cent of auto Trader’s revenue came from digital in the year to April.

Jonathan Williams, Auto Trader consumer marketing director, has previously told Marketing Week that the brand aims to be a hub for motorists and invest more in digital platforms.

Auto Trader attracts 10.8 million monthly unique users to its website and more than 2.5 million people access Auto Trader via their mobile devices every month.

News International launched a rival motoring site in March this year combining editorial content with new and used car listings.

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