UK Ferrari magazine - Ferrari Life
 
LinkBack Thread Tools Display Modes
post #1 of 19 Old 09-28-2007, 11:25 AM Thread Starter
 
cavalino68's Avatar
 
Join Date: Jul 2007
Location: Southern UK
Ferrari Life Posts: 56
UK Ferrari magazine

I have a question for all my fellow Ferrari enthusiasts in the UK. Do you think that a magazine available in newsagents and dedicated to everything Ferrari would be a good idea. I would like to start one up and personally think it would work. In America they have "Forza" so why not have one here. I know we have the lovely "Ferrari" mag from the owners club but that has a limited availability. I would appreciate thoughts on this.
cavalino68 is offline  
Sponsored Links
Advertisement
 
post #2 of 19 Old 09-28-2007, 11:48 AM
Owner
 
Join Date: Apr 2006
Location: United Kingdom
Ferrari Life Posts: 3,928
I'm always interested in anything Ferrari and would welcome a publication if you could find enough good content to fill it. Photo's, reviews, owners experiences, restoration features, maintenance tips. TBH, everything we get on this forum.

However, I get fed up with magazines that have more advertising content than readable features or reviews..etc. For example, take most of the classic/sports car magazines, over half the content is taken by adverts for insurance companies, auction houses and dealers, another 25% is taken up by adverts for other products that I don't want or need. The net result is that I probably look at 20 pages out of a 200+ page publication, and of those 20 pages, 15 are taken up by photo's. There isn't a great deal of readable content left.

I appreciate that you need advertisers to make a publication viable, but please don't go overboard.

I hope this doesn't sound like a negative response, as I genuinely do want to see good car magazines, specifically aimed at Ferrari fans.

Archie
archiegibbs is offline  
post #3 of 19 Old 09-28-2007, 12:59 PM
Owner
 
Join Date: Apr 2007
Ferrari Life Posts: 30
Initially, I thought that this was a bad idea because of the limited amount of Ferrari owners out there, and out of the owners, the percentage of thos who would actually buy it.

Then I thought that I have been an enthusiast for ages and would probably have been more inclined to buy it before I had the car.

So, providing that you pitch it at a level that would be interesting to enthusiasts as well as owners, you're probably on to a winner.
Dave H is offline  
 
post #4 of 19 Old 09-29-2007, 12:16 AM
Elite Member
 
marlin's Avatar
 
Join Date: Aug 2004
Location: Scotland - Land of the Ferrari enthusiast!!
Ferrari Life Posts: 956
Like Archie said, success or failure depends on content.
Your problem is the incredible amount of information available on the internet.
Posting a question here usually generates enough comment to fill a magazine.
Ferrari World tried it in the 90's and looking back at issue 38 from 1997 they got the balance right but at a cost of 3.95 for 70 odd pages.
The information has to be worthwhile or the cost of subscribing soon equates to a good reference book.
Good luck if you go for it.
I for one will buy the first issue.
marlin is offline  
post #5 of 19 Old 09-29-2007, 04:44 AM
Administrator
Owner
Elite Member
 
Boxer's Avatar
 
Join Date: Apr 2004
Location: UK & Texas
Ferrari Life Posts: 15,130
I think it might work but I would try it on a European, not just UK basis. Suggest you PM Andrew or William Taylor to see if they would be interested to helping to provide content.
Boxer is offline  
post #6 of 19 Old 09-29-2007, 08:16 AM
Master Mechanic
 
alsaautomotive's Avatar
 
Join Date: Oct 2005
Location: South Wales, UK
Ferrari Life Posts: 490
Totally agree with Boxer's comment re-Europe. I think the UK market is probably too limited - just look at Auto Italia's circulation, just keeping above the necessary level I believe.
If you do go for it - I for one would be delighted to advertise (at an amenable rate ) & provide cars & cajole customers for article opportunities.
Best wishes, Al.

Totally FAB new avatar BTW Boxer!
alsaautomotive is offline  
post #7 of 19 Old 09-29-2007, 12:25 PM
Owner
 
Join Date: Apr 2006
Location: United Kingdom
Ferrari Life Posts: 3,928
If you are serious about the magazine, it would be nice to see some features and long term test reviews on the vintage and classic models. The glossy premium motoring publications only concentrate on the latest and fastest offerings from Maranello.
Some ideas for you.
Latest F1 update - Review of the last months races, and what's coming.
GT update
Other Ferrari racing update
Classic or vintage resto feature or tips - with host resto specialist and sponsor Alsaautomotive
Comparisons - F40 vs F50 by Boxer .
Other comparisons, eg, 308 Vs 430 , or 550 vs 599 ...etc
Reviews of the latest models
DIY servicing guides, and tips on what to look for to avoid future problems
Buying guides - what you can spot yourself
Other useful guides, such as tyres, battery conditioners, how to store in winter, indoor covers, how to care for paintwork and leather.
History and evolution of engines and models.
News from owners clubs and info on meets.

There must be lots more you could add, but I hope this gives you some ideas. I really hope that you can get it up and running, I'll certainly try it out.

Archie
archiegibbs is offline  
post #8 of 19 Old 09-30-2007, 11:03 AM Thread Starter
 
cavalino68's Avatar
 
Join Date: Jul 2007
Location: Southern UK
Ferrari Life Posts: 56
Thanks for the comments Archie, they are very welcome. At the moment, this the magazine is in the research stage hence the question posted on here yesterday. I have been in touch with ferrari UK and am waiting to hear back from the head of PR as to what his thoughts are - I must say he was a little negative when we spoke a few weeks ago but then this will be an independent magazine if it goes ahead. On the subject of ads in mags, I was reading Octane this morning and of the 200 pages in the mag, 100 were for adverts. I would go to the main Ferrari dealers and specialists first and hope to get enough revenue from a smaller higher quality clutch of advertisers.
Quote:
Originally Posted by archiegibbs View Post
I'm always interested in anything Ferrari and would welcome a publication if you could find enough good content to fill it. Photo's, reviews, owners experiences, restoration features, maintenance tips. TBH, everything we get on this forum.

However, I get fed up with magazines that have more advertising content than readable features or reviews..etc. For example, take most of the classic/sports car magazines, over half the content is taken by adverts for insurance companies, auction houses and dealers, another 25% is taken up by adverts for other products that I don't want or need. The net result is that I probably look at 20 pages out of a 200+ page publication, and of those 20 pages, 15 are taken up by photo's. There isn't a great deal of readable content left.

I appreciate that you need advertisers to make a publication viable, but please don't go overboard.

I hope this doesn't sound like a negative response, as I genuinely do want to see good car magazines, specifically aimed at Ferrari fans.
cavalino68 is offline  
post #9 of 19 Old 09-30-2007, 11:11 AM Thread Starter
 
cavalino68's Avatar
 
Join Date: Jul 2007
Location: Southern UK
Ferrari Life Posts: 56
Quote:
Originally Posted by Dave H View Post
Initially, I thought that this was a bad idea because of the limited amount of Ferrari owners out there, and out of the owners, the percentage of thos who would actually buy it.

Then I thought that I have been an enthusiast for ages and would probably have been more inclined to buy it before I had the car.

So, providing that you pitch it at a level that would be interesting to enthusiasts as well as owners, you're probably on to a winner.
Thanks for your repsonse Dave - I hoped for some replies as obviously this adds to my case for such a magazine. Your comment about being an enthusiast before an owner is one of the main reasons for wanting to do this project. I was just 13 when I bought my first car magazine, the November 1982 issue of Car with a picture on the cover and road test inside of a white Countach. I was hooked and am glad to say that I have since realised that Ferrari rule the road. I believe that there would be an audience for this magazine that would be far wider than just the luck owners of Ferraris.
cavalino68 is offline  
post #10 of 19 Old 09-30-2007, 11:13 AM
Owner
 
Join Date: Apr 2006
Location: United Kingdom
Ferrari Life Posts: 3,928
Very best wishes for your plan and I hope that you get it off the ground. Don't worry about the guy at Ferrari UK, he'll be begging you for ad space as soon as he sees what a great success you've made of it.

Archie
archiegibbs is offline  
post #11 of 19 Old 09-30-2007, 11:22 AM Thread Starter
 
cavalino68's Avatar
 
Join Date: Jul 2007
Location: Southern UK
Ferrari Life Posts: 56
Quote:
Originally Posted by marlin View Post
Like Archie said, success or failure depends on content.
Your problem is the incredible amount of information available on the internet.
Posting a question here usually generates enough comment to fill a magazine.
Ferrari World tried it in the 90's and looking back at issue 38 from 1997 they got the balance right but at a cost of 3.95 for 70 odd pages.
The information has to be worthwhile or the cost of subscribing soon equates to a good reference book.
Good luck if you go for it.
I for one will buy the first issue.
Thanks for your reply. I realise that getting the balance right in such a publication is hugely important. I would want to include a wide variety of articles that would cover cars old and new and lots of stuff on ownership etc. along with the latest news within Ferrari as a company and also what various race teams are doing.
cavalino68 is offline  
post #12 of 19 Old 09-30-2007, 11:28 AM Thread Starter
 
cavalino68's Avatar
 
Join Date: Jul 2007
Location: Southern UK
Ferrari Life Posts: 56
Quote:
Originally Posted by Boxer View Post
I think it might work but I would try it on a European, not just UK basis. Suggest you PM Andrew or William Taylor to see if they would be interested to helping to provide content.
Boxer thanks for your response and for suggesting people that may be able to help. I agree with your view on Europe; I had thought of even stretching to Australia and New Zealand etc. too.
cavalino68 is offline  
post #13 of 19 Old 09-30-2007, 11:32 AM Thread Starter
 
cavalino68's Avatar
 
Join Date: Jul 2007
Location: Southern UK
Ferrari Life Posts: 56
Quote:
Originally Posted by alsaautomotive View Post
Totally agree with Boxer's comment re-Europe. I think the UK market is probably too limited - just look at Auto Italia's circulation, just keeping above the necessary level I believe.
If you do go for it - I for one would be delighted to advertise (at an amenable rate ) & provide cars & cajole customers for article opportunities.
Best wishes, Al.

Totally FAB new avatar BTW Boxer!
Hi Al,
Many thanks for your thoughts. I would be delighted to offer you ad space should this project go ahead. Oh and I had a good look at your website and it looks just fine - some fine looking work in your galleries. I am sure a profile of your company would be one idea for an article.
Kind regards, Paul.
cavalino68 is offline  
post #14 of 19 Old 09-30-2007, 11:37 AM Thread Starter
 
cavalino68's Avatar
 
Join Date: Jul 2007
Location: Southern UK
Ferrari Life Posts: 56
Archie - in a nice way, it would be just desserts if I got this mag off the ground and Ferrari UK wanted to place an ad. Thanks also for your list of suggestions - some really good ideas; I will keep that somewhere safe. On another tack, I read earlier what was being suggested for baby names and thought a little story might amuse you. My ex boss whose surname is Senner and a huge F1 fan coerced his wife into calling their son Ayrton who is now five.
cavalino68 is offline  
post #15 of 19 Old 10-01-2007, 01:03 AM
Owner
 
Join Date: Jun 2006
Ferrari Life Posts: 332
A few comments/thoughts:

Firstly, if there were such a magazine I would certainly buy it.

Ferrari West Europe publish Ferrari Club magazine in France and it is available generally on news stands. Ferrari GB were offered the option of an English version but declined it. Ferrari Australia did take this up and an English version is available in Australia. World In Red (which is bilingual English/French) ceased being a magazine and became a yearbook when Ferrari Club started publication and as a direct result.

I did used to subscribe to Ferrari World when it was available (early 80s to mid 90s as far as I recall), but it went downhill towards the end and I stopped buying it before it expired altogether (issue 38 was the last, I think). A German edition continues to be published (or at least it did up until a couple of years ago).

If you publish in English then North America, Australia and New Zealand are relatively easy markets to sell to at least by subscription. In my view you would be much better served concentrating on an English edition to start with rather than trying to take on too much with multi-lingual editions. Bear in mind that most of the online forums are in English... Note too, that the 'limited' UK market managed to sustain Ferrari World for 38 issues.

Ferrari books and magazines are not only bought by Ferrari owners.

Unlike Archie, I am not bothered by how much advertising there is. I accept that that pays for the content. The important thing is that the editorial content is good enough. I don't think very many people will not buy a magazine because of the adverts, but they will certainly not buy it if the content isn't up to scratch.

I am not clear what frequency of publication you are considering?

I have a minor disgreement with Archie's list. I don't see any point in any sort of review of F1. Anyone interested will have seen the race, read reports in mags etc. long before you can get to print. There is only any point if you can add something different or a different angle that hasn't been seen elsewhere. There is absolutely no point in something like '...and Raikkonen passed Massa on lap 5...'.

Also, Archie's list focuses somewhat on things relating to ownership. I think you need to be clear whether your target market is owners or enthusiasts and balance the content accordingly.

Finally, look at all the magazines available (Ferrari and other car magazines) and not just those in the UK. Note what they do; what is good; what is bad. How many copies do the existing Ferrari magazines sell? Have a look at www.dacorsa.net which gives a lot of information about Ferrari publications. Speak to publishers (I don't know your background but I am assuming you aren't a publisher yourself) and those who you would need to provide content (making assumptions, but presumably the likes of Marcel Massini, Keith Bluemel, Antoine Prunet etc. for historical content) and see what they say.

Jonathan
jtremlett is offline  
post #16 of 19 Old 10-02-2007, 10:19 AM
Owner
 
Join Date: Apr 2007
Ferrari Life Posts: 30
Just a word of warning.

I am personally very sceptical about magazine advertising. I am not, however in the automotive industry though.

I have now withdrawn from virtually all paper advertising and concentrate nearly all of my efforts on the internet.

In my industry, there are lots of very similar mags reporting pretty much the same info to a limited number of potential clients and although proposed or reported sales figures are high, response rates are low, hence my reasons for pulling out.

It is my opinion that with the continuing advancement of the information superhighway that magazines are becoming more of a leisure item than a business tool and you should consider your plans to be more reliant on sales revenue than the continued support of advertisers.

As I say. Entirely my own opinion and from outside the automotive world.
Dave H is offline  
post #17 of 19 Old 10-02-2007, 10:55 AM
Owner
 
Join Date: Apr 2006
Location: United Kingdom
Ferrari Life Posts: 3,928
Dave, you've summed up my biggest problem with car magazines. As a car enthusiast I want to read about cars and car`related issues. Some publications are geared up towards enthusiasts, eg the FOC Quarterly, even if the format and style looks very cheap, it's more like a fanzine, but I like it.

However, most publishers are business's and they use their publications as a tool to generate advertisng revenue, they aren't really interested in the content, just the advertising income. As long as they dot the odd feature or exclusive scoop/spy shot of the next new car they'll sell enough copies to keep it in circulation and pull in the big bucks from the advertisers.

TBH the best mag's I've read are the old fashioned fanzines that I used to buy when I was a student. These were very low quality print, very cheap, limited circulation but packed full of info and no adverts.

OK, a fanzine isn't really practical, but I can dream.

Archie
archiegibbs is offline  
post #18 of 19 Old 10-03-2007, 10:02 AM
Owner
 
Malcqv's Avatar
 
Join Date: Jul 2005
Location: Manchester UK
Ferrari Life Posts: 271
If there was such a magazine as described here, I for one would buy it.
Malcqv is offline  
post #19 of 19 Old 10-05-2007, 07:29 AM Thread Starter
 
cavalino68's Avatar
 
Join Date: Jul 2007
Location: Southern UK
Ferrari Life Posts: 56
Hi all many thanks for all your comments, suggestions and support regarding the magazine idea. Whilst I really hope that one day this project will be a goer, that is my ultimate goal. However, I was talking to an old friend the other day who owns a small printing press locally. He would not be able to produce the size of magazine nor the number of copies I would require. He also hinted at how much it would cost to get such a project into print and in runs into the thousands which I do not have at this time. He did also suggest that as a stepping stone why not set up a blog based Ferrari only website and fill it with the sort of material that i would put into a printed mag. If then I used a hit counter I would be able to gauge how many people might be interested in reading about Ferraris and that they may then be potential customers in time. So this is what I have done and over the last few days have managed to put together just such a site http://ferrarizine.blogspot.com. It is a beginning and I am pleased with it. If possible I am going to enlist the help of another friend to make the whole thing look better and I have lots of ideas for inclusion. I would welcome constructive criticism and also ideas for articles - my email address is at the top of the home page or post stuff on here as usual. Hope you all have a good weekend and enjoy my site.
Regards,
Paul
cavalino68 is offline  
Reply

Thread Tools
Show Printable Version Show Printable Version
Email this Page Email this Page
Display Modes
Linear Mode Linear Mode



Posting Rules  
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are On
Pingbacks are On
Refbacks are On

 
For the best viewing experience please update your browser to Google Chrome
Copyright 2012 ONE Media, Inc.
FerrariLife is independently run with no affiliation with Ferrari SpA
Ferrari for Sale | Maserati for Sale