2 MINUTES WITH: Dominic Holtam, Editor, Performaa

Unity Media is launching a new consumer magazine, Performance Car.

What will the content be like? The clue is in the title! It’s a magazine about performance cars. But not the mega-money stuff that only Lotto winners and oil billionaires can afford. Instead, we focus on attainable sports cars that real people can actually buy.

What is the target audience? Anyone with a passion for performance cars. We see our audience as predominantly male, aged 20 to 50. But it’s more about attitude than age. For us, the key thing is that readers are able to connect with the content –and that means great stories about exciting cars teamed with amazing photography and stylish design.

What sections will it have? The magazine will include all the latest performance car news and new products, an extensive selection of first drives, a full road test every month, drive stories, group tests, buying guides and an easy-to-use data section.

What sort of features are planned? Performance Car will be driven by the latest new cars from the Fiat 500 to the Porsche 911. We aim to reflect the passion and excitement these machines inspire. We’ll also be doing drive stories and retrospectives on the iconic performance cars of yesteryear.

What do you want from PROs? Getting hold of the latest information is much easier for us with press websites and email, but we are always on the lookout for a different angle or information that other outlets don’t offer. Forging a personal relationship helps PR people to better understand what we are looking for.

Any tips for PR people? Pet peeves? The most important thing for any PRO to remember is that journalists always respond well to free food. And that unbiased editorial is a great way to connect with customers. Also, PR teams that are proactive are always likely to get more dynamic coverage.

Launch date February 2008
Frequency Monthly
Telephone 01732 748000
Email performancecar@unity-media.com

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