Old Cars Weekly Expands Cover Advertising

Recent months have marked dramatic changes at a number of automotive publications as their publishers attempt to forestall reader and advertiser attrition. We can continue to blame the Internet, but certainly the latest financial calamities have tightened the wallets and budgets of those so vital to publishers’ revenue streams.

The latest attempt from Krause Publication’s Old Cars Weekly (OCW) is indicative of the struggles management face in this battle.

A new OCW template now contains a false cover with 100% advertising. A good thing, you might say, as it certainly helps page yield and what more premium space could an advertiser want than front door placement? But as they say, it’s all about execution. OCW’s new cover format cheapens the publication conveying the look of a supermarket throwaway.

Inside, however, the editors are attempting to maintain standards with solid content and timely articles of relevance. While ad content is down, particularly in the classified section, OCW remains a good read… once you get passed the campy ads.

At Hershey, OCW was handing out free sample issues of a prior edition that predated the cover change. I wonder how new readers will react to this shift in layout?

And speaking of execution, you gotta wonder who is running the show at Krause.  I’d like to think that the money suits have taken over as these changes don’t smack of solid publishing wisdom. I wouldn’t be surprised to see additional changes including a reduction in frequency, a smaller format, and less color. So when the fore mentioned changes are soon proven to hurt more than help, perhaps a bold initiative at Krause will see the green light and OCW is saved from extinction.

Any OCW readers out there? Post your comments!

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