MEDIA: Emap revving up car market

Emap National Publications is launching REVS, a new glossy consumer car magazine which is being dubbed the son of Max Power, the UK’s biggest- selling car magazine.

Emap National Publications is launching REVS, a new glossy consumer car

magazine which is being dubbed the son of Max Power, the UK’s biggest-

selling car magazine.



REVS, which launches on 28 June, will be aimed at young ‘petrol heads’

and its editorial will focus on providing practical advice on modifying

affordable cars to get the best performance.



It is the first car title to be launched by Emap since Carweek folded in

1995 after only 18 months at a cost of around pounds 7million. REVS will

share Max Power’s irreverent sense of humour and will compete against

Security Publications’ Fast Car in the performance tuning market.



‘Max Power has become a lifestyle-oriented magazine which covers

modifications for new cars. This has left room for a title which has the

same irreverent style as Max Power but offers practical advice for

younger drivers with older cars,’ said Emap National publisher Grahame

Steed.



He admitted that REVS is likely to cannibalise Max Power’s existing

market, but says it should only have a small effect.



‘We realise there will be a shared readership but we are confident that

Max Power will continue to see growth in sales’ said Steed.



Max Power turned in a 42 per cent sales increase in the second half of

last year with sales rising to 160,461.



John Beese, publisher of Fast Car, said REVS was unlikely to affect

sales of his title as it appeared to be aimed at a younger market.



‘The argument behind the launch of Max Power was that it would compete

with Fast Car. What happened is that it created a more cult and youth-

based market,’ said Beese.



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