Auto Trader set to tap new clients with supplements

LONDON - Motoring title Auto Trader is launching five new supplements this year to broaden its advertiser appeal to women and upmarket readers.

The Trader Media Group-owned magazine will launch the supplements, each branded Auto Trader Extra, as part of a “major investment” in the title in 2008.

Auto Trader is launching them to attract specific key audiences, including 25 to 34-year-old females, 25 to 44-year-old male motoring enthusiasts, 45-year-old+ families, and 45 to 65-year-old high-income earners.

The supplements, launching in March with New Car, also include Family Cars, The Business (Vans), Finance & Insurance and 4x4/SUV.

Each supplement will include features, news, test drives and best buys, and will be printed in full colour on high-quality, glossy paper.

In addition, the company is launching a range of microsites via autotrader.co.uk to house the new supplements online. It is also enhancing its core printed magazine with a new-look cover and revamped editorial content, which will be launched on 28 February.

Marcus Jones, national sales director at Trader Media Group, said: “Our investment in the magazine is testament to the view that it is still a highly valuable sales tool, for trade and consumer advertisers.”

Tristan O'Carroll Media Week 05-Feb-08