2 minutes with: Mike Askew Editor, Test Drive Monthly

Why do we need another car mag on the shelves? Because we feel that there is a gap in the mainstream car mag market. At present, there are lifestyle titles with little substance and data-heavy magazines without personality. We wanted to create something that would satisfy both the enthusiast and the buyer.

Who’s the mag for?

It’s a broad spectrum of 25 to 50-year-olds and anyone with a really strong interest in cars. It’s not for teenagers, who tend to be well served by the tuning magazines.

How will TDM be different from its competitors?

In lots of ways. We have got a fresh approach to roadtesting and we are the only magazine that takes readers and real car owners on tests with us.

Is the mag Ferrari or Ford Focus? Sex appeal or practicality?

Both. Ferraris because we all like to dream, and Fords because that’s what we all end up buying.

What car do you drive?

I own a Smart and a motorbike, but I’m on the lookout for an original 1959 Mini.

What is your background in the world of cars?

I’ve owned countless duffers and rot-boxes and I’ve been writing about them for 12 years, most recently as associate editor at Auto Express magazine.

What do you need from PROs?

A level playing field. The established motoring magazines enjoy unusually early access to new cars and news. We’d like to be considered at the same time.

Is there room for lifestyle reviews?

It’s just about cars. Auto Express covers car accessories so TDM will be all about the cars themselves. It’s 268 pages and about a third of it will be product testing.

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