iCar Magazine Launched
Discussion
Just noticed a new quarterly, a car magazine for those who get excited about saving fuel. Buy your 'collectable' copy now. Not my thing but if it floats your boat..
60 Second Interview: Jeremy Laird (Editor)
iCAR Editor
Jeremy Laird, Editor of Future Publishing's newly-launched iCAR magazine, talks about the golden era of motoring journalism, first jobs and fantasy front covers.
Favourite mag growing up?
Road and Track - US car magazine, I was a subscriber aged eight!
First job?
First job out of university was working for Banque Paribas, a French investment bank, first journo job was technology journalist for PC Format Magazine
Biggest influence?
Probably the golden era of motoring journalism in the 1990s, Setright, Bulgin et al.
What’s your career highlight?
The launch of iCAR, obviously!
Most embarrassing moment?
Stepping out of a car that had start-stop technology thinking it had turned itself off. It hadn't and promptly drove away without me in it!
What advice would you give to aspiring Editors?
If we're talking special interest consumer journalism, deep knowledge and passion for a specialist topic is half the battle.
What makes your magazine unique?
iCAR is the only magazine that really 'gets' the revolution in motoring that's under way. Existing media is either suspicious of change or obsessed with power sliding irrelevant supercars and rating economy hatchbacks on steering feel while ignoring in-car kit that actually makes a difference to the ownership experience. iCAR is simply the most relevant mag for the modern car buyer.
iCAR CoverHow has the competitor landscape changed in the last decade?
Usual scenario - rise of the internet is eating into print sales. The mainstream motoring segment has also traditionally been a tough market to launch into, but thanks to big changes taking place in the car market and iCAR's distinctive take on modern motoring, we reckon this time it will be different.
Most innovative thing you and the team have come up with?
The basic concept of iCAR itself. There are several details, including the iCAR Efficiency Index, which we think add value to iCAR. But if anything is innovative, it's the concept of a magazine that really embraces the new generation of efficient, technologically advanced and connected cars.
How is your title adapting to new innovations in delivering content?
It's early days yet for iCAR regards alternative media, but a digital version is available at launch from Zinio. It's perfect for iPADaholics to swipe and swish their way through the launch issue.
Your fantasy front cover?
Check out the first issue!
60 Second Interview: Jeremy Laird (Editor)
iCAR Editor
Jeremy Laird, Editor of Future Publishing's newly-launched iCAR magazine, talks about the golden era of motoring journalism, first jobs and fantasy front covers.
Favourite mag growing up?
Road and Track - US car magazine, I was a subscriber aged eight!
First job?
First job out of university was working for Banque Paribas, a French investment bank, first journo job was technology journalist for PC Format Magazine
Biggest influence?
Probably the golden era of motoring journalism in the 1990s, Setright, Bulgin et al.
What’s your career highlight?
The launch of iCAR, obviously!
Most embarrassing moment?
Stepping out of a car that had start-stop technology thinking it had turned itself off. It hadn't and promptly drove away without me in it!
What advice would you give to aspiring Editors?
If we're talking special interest consumer journalism, deep knowledge and passion for a specialist topic is half the battle.
What makes your magazine unique?
iCAR is the only magazine that really 'gets' the revolution in motoring that's under way. Existing media is either suspicious of change or obsessed with power sliding irrelevant supercars and rating economy hatchbacks on steering feel while ignoring in-car kit that actually makes a difference to the ownership experience. iCAR is simply the most relevant mag for the modern car buyer.
iCAR CoverHow has the competitor landscape changed in the last decade?
Usual scenario - rise of the internet is eating into print sales. The mainstream motoring segment has also traditionally been a tough market to launch into, but thanks to big changes taking place in the car market and iCAR's distinctive take on modern motoring, we reckon this time it will be different.
Most innovative thing you and the team have come up with?
The basic concept of iCAR itself. There are several details, including the iCAR Efficiency Index, which we think add value to iCAR. But if anything is innovative, it's the concept of a magazine that really embraces the new generation of efficient, technologically advanced and connected cars.
How is your title adapting to new innovations in delivering content?
It's early days yet for iCAR regards alternative media, but a digital version is available at launch from Zinio. It's perfect for iPADaholics to swipe and swish their way through the launch issue.
Your fantasy front cover?
Check out the first issue!
I thought the interesting statement was:
iCAR is the only magazine that really 'gets' the revolution in motoring that's under way. Existing media is either suspicious of change or obsessed with power sliding irrelevant supercars and rating economy hatchbacks on steering feel while ignoring in-car kit that actually makes a difference to the ownership experience.
Existing car media suspicious of change? Most journos in this industry love the new tech that makes cars better, Jag jet turbines, etc etc.
Power sliding irrelevant supercars? Surely they're relevant to both those who buy them and those that pine for them.
Rating economy hatchback...Yes, that's relevant, if you like driving but have to live with an economy hatchback then you'll be interested.
In-car kit vs steering feel making a difference to the ownership experience? Well it depends on your point of view. Personally both contribute and I believe most car magazines touch on both, generally albeit with in car stuff they tend to mention what might be missing.
iCAR is the only magazine that really 'gets' the revolution in motoring that's under way. Existing media is either suspicious of change or obsessed with power sliding irrelevant supercars and rating economy hatchbacks on steering feel while ignoring in-car kit that actually makes a difference to the ownership experience.
Existing car media suspicious of change? Most journos in this industry love the new tech that makes cars better, Jag jet turbines, etc etc.
Power sliding irrelevant supercars? Surely they're relevant to both those who buy them and those that pine for them.
Rating economy hatchback...Yes, that's relevant, if you like driving but have to live with an economy hatchback then you'll be interested.
In-car kit vs steering feel making a difference to the ownership experience? Well it depends on your point of view. Personally both contribute and I believe most car magazines touch on both, generally albeit with in car stuff they tend to mention what might be missing.
I think there is definitely interest in future automotive developments, and in the past there has been a tendency on the part of traditional magazines to stick to what they know. I do think that's changing though - perhaps to the extent that there may not be much of a need for a magazine catering specifically for such things.
They do have a point that most car mags ignore technological integration, which IMHO is something genuinely useful to know if you're buying a car. Nothing more annoying than discovering after two weeks of ownership that no-one can understand you over the bluetooth system because the sound quality is rubbish or the stereo takes a million years to load your USB stick, or can only open it if it's smaller than 500MB.
It'd only take out a few lines of meaningless rhetoric that you find in an average car article.
Other than that, they seem to be launching into the solid and vacant niche of car magazine for people who aren't actually that interested in cars...
It'd only take out a few lines of meaningless rhetoric that you find in an average car article.
Other than that, they seem to be launching into the solid and vacant niche of car magazine for people who aren't actually that interested in cars...
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