06th Dec 2007
Autotrader Revamps Cover
Autotrader in Canada has revamped their cover with the help of Lucie Lacava, a well known magazine designer. This is second major overall of the Autotrader magazine design since the Yellow Pages Group purchased the brand in 2006. The cover maintains the Autotrader signature red masthead and continues with the ‘Come meet your match’ tag line that was introduce last year. The new design can be seen here, with the press release here.
While the new cover looks create in the design mock-up its not clear how it will work on the street. Most of the Autotrader magazines generated significant revenue from selling the cover as a premium ad unit and this might the sleek design in competition with revenue. The announcement did not include details on which regions have already deployed the new magazine design or if the design would also apply to the Hebdo line of magazines in Quebec.
Disclosure: I worked for the Yellow Pages Group from Feb 2006 to Jun, 2007.
Leave a Reply