2 minutes with: Roger Payne Editor, Max Power

Why has Emap redesigned Max Power? The 15 to 24-year-old market is moving and changing really quickly and we hadn’t taken a good look at the magazine for about two years, which is a lifetime for this market.

How has the title changed?

Our readers are not into lengthy and detailed articles. They want more pictures, captions, box-outs and more information that is easily digestible.

What changes have been introduced?

The single biggest new feature is Max Nation – it’s real people with real cars. Research showed some of our coverage was too aspirational for a lot of readers. Max Nation has readers sending in shots of their modified cars.

Do you expect PROs will want to sneak into these readers’ pages?

It’d be a lot of trouble for little reward. It’s mainly self-generated material covering events we know about, but if there’s an event that would interest our readers, we’d be interested too.

Is there more to Max Power than cars and birds?

We have a large equipment section as the magazine is mainly about how you can modify your car- but there’s also more room for lifestyle products.

How are you different from the competition?

Our key competitors are Fast Car and Redline, which target the same readers as us. We are clearly the market leader in terms of circulation and we are the funniest, sexiest and the most innovative. They tend to follow our lead. It’s cars and girls content, but readers are more discerning than people often think.

What do you want from PROs?

There are two distinct types of PROs – the ones who just look at the circulation figures and the ones who clearly know what we’re up to and come up with ideas that fit in. The sort of ideas I am looking for are the ones that tap into the mindset and emotion for the youth market and the car modification market.

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