Corvette Market Joins Crowded Field

cmf3.jpgAsk any magazine exec to name their top newsstand queen and the runaway answer? ”A Red Corvette.”

Keith Martin, publisher of the high octane Sports Car Market, has launched Corvette Market, or “The Insider’s Guide to Collecting, Investing, Values, and Trends.” Martin hopes to capitalize on America’s love affair with our stateside version of the Greatest Crumpet Collector Known to Man. With seven titles already covering this sizable niche, CM will need to carve out its own voice while convincing advertisers to spread their print budgets just one more notch into the red.

CM is nicely produced: 4C perfect bound on glossy stock, 98 pages and about 26% advertising. Articles range from profiles of specific models to auction reports and index of recent Corvette sales. Touted as “The only magazine devoted completely to the collecting of classic, mid-year, and contemporary Corvettes,” CM hopes to differentiate itself from the following competitors (circ stated where known):

Marketing materials for CM’s launch comprise cover letter and premier issue insert. The trifold insert weighs in at 18-1/2 x 10-1/2 ins. with die cut order form and combined BRE. The $29.95 four-issue charter sub offer includes a nifty e-newsletter; forty-eight bucks adds online access to 2,000 Vette values. Both offers include a pocket price guide.

Copy-dense, the insert contains a number of recent Corvette transactions in the customary SCM reporting style. Cover letter is crisp and to-the-point though, as with the insert, lack hooks fundamental to capturing all but the hardcore. I’m continually amazed at the number of DM pieces that prominently display publication titles in place of benefits-driven headlines. Copy best applied upfront is buried: “… A one-stop information center for the Corvette lover” would have made a terrific headline.

Entering a crowded field with a new twist has its advantages not the least of which are a ready group of Vette fanatics who’ll subscribe to hazard waste. One wonders, however, if present market conditions might adversely impact the ability of CM to get off the runway? And perhaps this was an opportunity for a pure online product given the pricing/value-guide theme of the publisher’s core competencies. Skip all the print associated overhead and costly sub drives, and charge, say, $12.97/year for killer online content unavailable elsewhere.

But in the interests of full disclosure, Issue #1 of CM arrived just as I was lusting for a ’69 big block. One drive at the tender age of 18 in a townie’s 427 T-top was enough back then to keep my antennas up today for a nice driver in a price-friendly range. So count me among the low-hanging fruit to become a charter sub to CM; let’s hope there’s more of my kind to support Martin’s effort.

Corvette Market online

Popularity: 2% [?]

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There Are 5 Responses So Far. »

  1. I saw this article on the new Corvette magazine after reading about hot rod Deluxe. Not sure this one will make it though I’ve seen his other magazine on sports cars and really enjoy it. Maybe they can make this one work but Vette’s are down in value.

  2. I don’t see anything new or helfpul in the first couple of issues. Maybe there’s too much out there already and I read a lot anyway so what could be new. I like the auction reports and will probably subscribe.

  3. Keith needs to do his own reporting and not rely on dealers stuffing the ballot box. His new mag steps on hallowed ground (I own six Vettes in all series) and want a publication that exposes auction fraud and does not suck up to advertisers who are dealers and auction companies.

  4. As long as advertisers pay the bills publishers will dance around the truth. SCM’s story on Aston values by dealer Steven Serio typifies greasing the skids that only benefit the writer’s business interests, and what publication so highly dependent on resellers support will say otherwise?

  5. AstonDB… thanks for the comments as they highlight the inherent flaw in ad-based pubs, but let’s avoid editorial issues and particular individuals.

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