November '19

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118 THE SHOP NOVEMBER 2019 Read 'Em & Weep? azine that just hit the UK newsstands is Magneto, published by Hothouse Media. It measures 9-by-11-1/2-inches and contains 178 beautifully designed pages, of which 50 pages are ads. The editor is David Lil- lywhite, who, until this gig, was editor of Octane, another high-end magazine. "It might seem brave or fool- hardy launching into the crowded auto- motive print market, but Magneto has gone straight into operating profit after two issues by concentrating on mailing the magazine directly to around 10,000 of the top car collectors and enthusiasts in the world, via contacts and databases built up through years of working in this market," Lillywhite says. "In this way, Magneto serves up the perfect customers to its advertisers while doing away with the need for inclusion on the crowded traditional newsstands, which few of the ideal readers are likely to frequent, and which deliver scant profits for publishers anyway." Also, by publishing just four times a year to extremely high production values, Magneto provides an antidote to today's information overload, he adds. "We're all bombarded with websites, emails, social media and poorly printed monthly maga- zines. We don't think print has to die, but it does have to evolve, and it feels as though Magneto has become part of a worldwide print renaissance that we'd love to see continue to grow." For American Auto Mags, it's a matter of taking the cart to the horse by displaying U.S. titles to UK racers and enthusiasts at tracks and events. HOT ROD Maga- zine has always been a must-read for performance car lovers.

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