[Magazines] Autosport revamp 2013

[JimW]

Sorry but why would anyone expect a new paper-based product to survive these days? And how difficult is it to monetize a web-based one?

Jim

[davyboy]

Looking at how Autosport has evolved in the recent past, and what's been said on here by some of the staffers, I think we need to recognise the fact that the audience for any form of motor sport outside of Formula One is minuscule. So small that it is unable to support the sales of a mainstream print magazine. That concords with the ratio of coverage given to F1 over it's 'lesser forms' in other media. Being realistic, I wouldn't be surprised if the format of last Thursday was a prelude of what's to come.

The content of Autosport has slowly drifted from the kind of thing I'm interested in reading about. The primary target audience is now Formula One viewers and the content reflects that. That's not a problem. Times change.

[davyboy]

Originally Posted by JimW

Sorry but why would anyone expect a new paper-based product to survive these days?

They wouldn't.

Originally Posted by JimW

And how difficult is it to monetize a web-based one ?

Immensely difficult.

[bella]

it's *very* difficult to monetise a web based magazine i'd say, unless you either have a reputation (like autosport) or are highly connected to your niche market and everyone will chip in for the costs because they already know and trust you. if it's just you doing it then you either have to do it in your spare time (fine, if you have absolutely no responsibilities outside of work), or employ others to assist (volunteers have no incentive to continue aside from enthusiasm, otherwise you have to pay them).

i would say most specialist blogs and sites are run by people wanting to use it as a springboard to a paid job in the established media or pr industries. you can't blame them for abandoning the project once they start to be paid for their work instead. it ceases to be something you can invest time in to have fun, if that makes sense.

there's also the creative issue. some people might have a problem with releasing their creations onto the internet where people will take ownership of your work and in some cases, use it as their own. particularly if you're making no money out of it.

[ArnageWRC]

Originally Posted by davyboy

Looking at how Autosport has evolved in the recent past, and what's been said on here by some of the staffers, I think we need to recognise the fact that the audience for any form of motor sport outside of Formula One is minuscule. So small that it is unable to support the sales of a mainstream print magazine. That concords with the ratio of coverage given to F1 over it's 'lesser forms' in other media. Being realistic, I wouldn't be surprised if the format of last Thursday was a prelude of what's to come.

The content of Autosport has slowly drifted from the kind of thing I'm interested in reading about. The primary target audience is now Formula One viewers and the content reflects that. That's not a problem. Times change.

Why has this happened? When they put the BTCC on the front, sales dropped significantly....
I remember when WRC, WSC, BTCC et all were on the cover. It's a damning indictment that only F1 sells.......


I see the stickers are out today; and one of the FiA World Championships aren't given any - bizarrely, the WEC. The WTCC is the weakest, and should have been dropped. I do wonder about Autosport.....

[The Fat Clerk]

I went out lunchtime and bought Autosport for the first time this year and was plesantly surprised.
Pluses were: The Lewis Hamilton interview, The piece on electric cars racing in London and my favourite was the picture on page 77 of the McLaren M1c which Fiskens are selling.
Minuses: 70 pages about F1 & International stuff, only 10 about other things.

Will I buy it again - yes, the Christmas double edition

[AvdB]

Hello,

With regard to the stickers, you will see that they are all sponsored. There are no WEC stickers because there was no sponsor for them. This is more of an indictment of the series than it is about our editorial values.

Also, following on from the national thread, the problem is the size and diversity of the UK Club scene. I have asked countless times on threads such as these, in focus groups and in surveys, what people want more of and the answer is always "the small niche that I'm involved in". This simply doesn't work as an editorial model.

Last year we asked the tracks to give us the attendance figures for their events. Not all replied, but from the data that we received, the figures were depressingly small in many cases. If there aren't many people there - either watching or competing - there's not going to be much demand to read about it either.

I made a decision that we would give more coverage to the big, successful events and less to the small, poorly attended ones. When space is at a premium, it's the only logical solution. There's a small, loyal and very passionate following for the grass roots level, but unfortunately this isn't large enough to sustain a dedicated printed publication as has been demonstrated time and again. But through fora such as this and resourceful bloggers at least there are channels to get the information out in a way that wasn't really possible before.

Best regards,

Andrew

[Wendy Wool]

Originally Posted by AvdB

Hello,

With regard to the stickers, you will see that they are all sponsored. There are no WEC stickers because there was no sponsor for them. This is more of an indictment of the series than it is about our editorial values.

Also, following on from the national thread, the problem is the size and diversity of the UK Club scene. I have asked countless times on threads such as these, in focus groups and in surveys, what people want more of and the answer is always "the small niche that I'm involved in". This simply doesn't work as an editorial model.

Last year we asked the tracks to give us the attendance figures for their events. Not all replied, but from the data that we received, the figures were depressingly small in many cases. If there aren't many people there - either watching or competing - there's not going to be much demand to read about it either.

I made a decision that we would give more coverage to the big, successful events and less to the small, poorly attended ones. When space is at a premium, it's the only logical solution. There's a small, loyal and very passionate following for the grass roots level, but unfortunately this isn't large enough to sustain a dedicated printed publication as has been demonstrated time and again. But through fora such as this and resourceful bloggers at least there are channels to get the information out in a way that wasn't really possible before.

Best regards,

Andrew

I understand what you say but with more and more TV and internet coverage surely there is a danger that come Thursdays publication, people have seen pretty much everything about the previous GP.
(I for one never read the GP report, why would I, I watched the race?)

I am not interested in the 1mm increase in the height of the winners mirrors and I don't read the syndicated press releases that then turn into stories.

With no interest in rallying (and heaven knows why you cover Rallycross, surely this is a MSN topic?), I am left with little else but enjoy the back pages and major events such as those by HSCC.

From what you are saying it looks like I may soon be reverting back to a WH Smiths reader as its going to be F1 all the way.

[mountainstar]

Originally Posted by AvdB

Hello,

With regard to the stickers, you will see that they are all sponsored. There are no WEC stickers because there was no sponsor for them. This is more of an indictment of the series than it is about our editorial values.

Also, following on from the national thread, the problem is the size and diversity of the UK Club scene. I have asked countless times on threads such as these, in focus groups and in surveys, what people want more of and the answer is always "the small niche that I'm involved in". This simply doesn't work as an editorial model.

Last year we asked the tracks to give us the attendance figures for their events. Not all replied, but from the data that we received, the figures were depressingly small in many cases. If there aren't many people there - either watching or competing - there's not going to be much demand to read about it either.

I made a decision that we would give more coverage to the big, successful events and less to the small, poorly attended ones. When space is at a premium, it's the only logical solution. There's a small, loyal and very passionate following for the grass roots level, but unfortunately this isn't large enough to sustain a dedicated printed publication as has been demonstrated time and again. But through fora such as this and resourceful bloggers at least there are channels to get the information out in a way that wasn't really possible before.

Best regards,

Andrew

Sounds good to me. There are so many clubs in the UK, I'm sure their own newsletters/websites/blogs/mailing lists better handle those race reports. I think in that section of the magazine I have always felt the space was best utilized with features and news blurbs about the national and club scene, for example stories on new/old cars that run in these series, the drivers or other personnel involved or other interesting stories that can be a one or two page feature. The obscure race reports are old hat from the 1950's and other than some big events, I would cut those out. It's dead weight.

[davyboy]

I've had a quick look through today's magazine. In my opinion, there's a minor improvement in the content balance over last week's edition. However there's no getting away from the fact that Autosport has now become a Formula One publication, complemented by a very small amount of coverage of other disciplines.

It is clearly targeted at a different type of reader to the knowledgeable motor sport enthusiast. This person is likely to be the casual F1 TV viewer, who is probably interested in F1 for it's celebrity culture as much as anything else. I'm sure that there's sound commercial reasons behind the change. Obviously not enough of us who've moaned about the lack of coverage of other disciplines have backed up our talk in actually buying the magazine.

For over 30 years I have though. But only because it served up what I wanted to read. I think my era is now coming to an end and I'll probably call up and cancel my subscription in the next few weeks. My fear though is that the new type of Autosport reader will be a difficult person to please in print and I wouldn't be surprised if the magazine finds its new [i.e. F1 mainly] future immensely challenging in what is an area overpopulated with coverage in media more conducive to its immediacy.

All good things come to an end I suppose... I will miss it though

[Adam43]

The discussion about the club motorsport content interests me. A lot of club motorsport is just Sunday five a side with a more expensive ball. You want to read about it when you're in it, when it is about your 'small niche', as AvB says. It's the only time I buy Autosport.

Other than that I would buy it for the F1 coverage if it was up to scratch. I miss the digest of weekly news. And from the website I miss Forix.

[bella]

wanted to drag this one back up a bit and comment on the non-f1 race reports. really really liked the gp2 and f3 reviews this week, found lots more information and random stuff about the weekends, little stories that slip through the net in a standard report format. nice one!

(and late, but adam, TOTALLY agree about forix being excellent. pretty key benefit of subscription for me)

[medius]

Originally Posted by AvdB

ast year we asked the tracks to give us the attendance figures for their events. Not all replied, but from the data that we received, the figures were depressingly small in many cases. If there aren't many people there - either watching or competing - there's not going to be much demand to read about it either.

Surely that is the chicken and egg debate...the more coverage it gets, the more people get interested in it and attendances rise? The huge amount of live coverage on TV is partially responsible for the big gate figures the BTCC currently enjoys?

[Gingers4Justice]

Originally Posted by medius

Surely that is the chicken and egg debate...the more coverage it gets, the more people get interested in it and attendances rise? The huge amount of live coverage on TV is partially responsible for the big gate figures the BTCC currently enjoys?

It's chicken and the egg but I'm sure Autosport doesn't have any control over it.

It would be nice to see a few more pages dedicated to other international series, as well as the club stuff. There must be a biting point between the F1 fans who want all things F1 and then the over-analysis of every single inch of every single car - and somewhere between that, you shove in all the stuff from the other series.

Personally, I hope Autosport does a little less of the F1 stuff - Although this is what shifts magazines, does a "casual" F1 fan read 100 pages anyway? I really hope to see more "how/what/why" on other areas of motorsport - mainly because, unless Autosport explains it to me, I have no idea what's going on.

An article in Autosport recently kept me up to date with the new V8 Supercar rules package. It was a great piece and only took up two pages. As a result, I've started getting into the Championship. I hope we get more of the same.

[dex92]

Have just picked up this weeks issue after a quick flick through and there looks to be quite a lot of content on club racing, btcc and the rallycross and a bit less of formula one so a big thumbs up from me

[andy97]

Originally Posted by Gingers4Justice

It would be nice to see a few more pages dedicated to other international series, as well as the club stuff. There must be a biting point between the F1 fans who want all things F1 and then the over-analysis of every single inch of every single car - and somewhere between that, you shove in all the stuff from the other series.

Personally, I hope Autosport does a little less of the F1 stuff - Although this is what shifts magazines, does a "casual" F1 fan read 100 pages anyway? I really hope to see more "how/what/why" on other areas of motorsport - mainly because, unless Autosport explains it to me, I have no idea what's going on.

An article in Autosport recently kept me up to date with the new V8 Supercar rules package. It was a great piece and only took up two pages. As a result, I've started getting into the Championship. I hope we get more of the same.

Agreed, wholeheartedly

[davyboy]

I've yet to get home to see today's issue... but last week's was a marked improvement on what we'd seen since the revamp. There were some very good pieces on other parts of the sport, in particular the BTCC. I think Gingers4Justice has put it very well above... we want to read more about the background of what's happening in non-F1 championships.

Here are some examples - I've used the BTCC to illustrate... the build process of an NGTC car. The cost of a major accident in financial and human terms [go give Rob Austin a call and follow him from Brands to Donington]. The story behind Team HARD... how have they managed to go from zero to a multi car team. These are all things you won't find on Facebook, twitter or team sites.

... and there are plenty more ideas on other championships too.

Anyway, I've decreed a stay of execution on my sub for the moment because [it appears] that Andrew and the team are digesting some of the feedback we're giving... and that's a good thing.

[JasperClan]

Pity they didn't revamp the delivery service. Since the revamp I've only received one copy on the correct date. Today's is nowhere to be seen but I did receive the edition for 21st March instead!

Yes I have rung the subscription department but it appears to have no effect. Looks like it's time to cancel.

Pete Richards

[AvdB]

Thanks for the positive comments - we really do take on board what you guys say, you are our customers after all (it just might be the case that some of your desires just aren't possible).

Regarding the subs delivery, I'm very concerned to hear that. But without wanting to sound like I'm passing the buck, the issues are still sent out at the same time - so it's very likely that the fault lies with the mail service, which we have no control over. However, Pete if you send me a PM with your details I will investigate this to see if there's anything I can do.

Thanks again for all the feedback (good and bad).

Best regards,

Andrew

[The Fat Clerk]

Regarding the subs delivery, I'm very concerned to hear that. But without wanting to sound like I'm passing the buck, the issues are still sent out at the same time - so it's very likely that the fault lies with the mail service, which we have no control over.

That's why I gave up my subscription, fed up with it being delivered on Saturday especially if I was away for the weekend.

[Born Racer]

It doesn't appeal to me anymore. For the money, I'd rather get Motorsport (buy on sight) for a fiver than pay what Autosport charges for something more disposable (inevitably so when it's a weekly).

I occasionally buy it depending on if there's an article I want to read or even an F1 race report whose analysis I'm interested in. It's partly circumstantial though. If I'm in a shop and see it and I know I have some time to kill coming up, I might pick it up (I think I've bought 3 copies this year so far).

[JimW]

Bought last week's issue. Usual plus points but still the same things which will make it a two or three issues a year purchase for me.

Clearly Autosport knows what will sell copies and must go for that market, particularly in these days when dead tree journalism is so clearly under threat.

Regards

Jim

[andy97]

Originally Posted by JasperClan

Pity they didn't revamp the delivery service. Since the revamp I've only received one copy on the correct date. Today's is nowhere to be seen but I did receive the edition for 21st March instead!

Yes I have rung the subscription department but it appears to have no effect. Looks like it's time to cancel.

Pete Richards

I gave up my subscription a year or so ago after numerous problems with delivery. I did speak to the subs dept and for a few weeks they arranged for my magazine to come in a plain brown envelope (!) and funnily enough it arrived on time. When they went back to the sellophane wrapper it was delayed again.

The Post Office obviously don't care about magazine delivery being on time.

Eventually even the brown envelope deliveries were delayed, often not arriving until saturday. I'd rather pay the extra and be able to buy the mag on the way to work. Of course the risk for the publishers is that one week I browse and decide its not worth my cash that week because its not got enough to interest me.

Maybe a soft copy only subscription service is the way ahead. I don't want free access to soft copy if I've got a hard copy subscription, I want a much cheaper soft copy alternative (due to no printing or postage costs).

[Knowlesy]

Originally Posted by Born Racer

It doesn't appeal to me anymore. For the money, I'd rather get Motorsport (buy on sight) for a fiver than pay what Autosport charges for something more disposable (inevitably so when it's a weekly).

I occasionally buy it depending on if there's an article I want to read or even an F1 race report whose analysis I'm interested in. It's partly circumstantial though. If I'm in a shop and see it and I know I have some time to kill coming up, I might pick it up (I think I've bought 3 copies this year so far).

I too am like this. I tend to buy it if I am travelling on the train north to Cumbria or Wales to see family/partner's family and this coincides with a lack of new monthlies I always get (Motorsport, Edge, When Saturday Comes, World Soccer).

It is just such an unsatisfying read though sadly.

Speaking of Motorsport, the new look scares me a bit!

[Mercia49]

4th April much better. I'm back.