From Asheville, NC, Publisher of Motorsport Illustrated News, Rick Bradham, believes there couldn’t be a better time to launch his new racing magazine, which debuts on January 23, 2013.
Motorsport Illustrated News is a weekly print and online/digital publication available 45 times per year – weekly from February through November, and once in January and December. The magazine will cover NASCAR, Formula 1, IndyCar, American Le Mans Series, GRAND-AM, ARCA, and Rally, along with many auto racing support series such as NASCAR Whelen, GP2, GP3, Indy Lights and more.
“Plenty of room in the market for a print racing magazine,” says Bradham.
The decision to launch a new print magazine may seem bold, especially with the recent announcement that powerhouse publication Sporting News is ending its print publication run after 126 years. Starting January 1, Sporting News converted to an all-digital format.
But Bradham believes there is an enormous void for race fans wanting a high-quality print publication delivered to their mailbox each week. “Racing happens weekly. So should the coverage,” said Bradham. “There is a special bond between a reader and a print magazine. A magazine is very tangible, captivating and engaging. You will find readers who keep every issue and easily return to favorite articles again and again.”
Bradham added, “It may appear to be a tremendous challenge to launch a print publication, much less a weekly. However, the difference is in our business model. Others have had to face layoffs and downsizing to reduce expenses due to changes in their business. As a new publication, a start-up business, we can function at a much lower operating expense level. Therefore, we can offer advertising rates much lower than others. I realize there are many options for companies to spend their ad dollars. We will be affordable so that advertisers will be able to participate with us.”
Bradham’s sentiments are supported by the fall 2012 Survey of the American Consumer, reported November 28 on AdWeek.com. The study, which tracks print and digital magazine readership, found that while the trend toward digital readership is strong, special-interest magazines, including those about cars, have shown an increase in overall readership.
Motorsport Illustrated News will also be available digitally. The publication will be available online and on smart phones in a magazine style layout. “There are a large number of fans wanting a print publication but we realize that digital is the biggest growth area for subscribers. We are excited that our plan is to offer both digital and print,” explained Bradham.
Motorsport Illustrated News will include race results, feature stories and professional photography, along with in-depth articles on drivers, teams, and racing storylines.
Both the print and digital version will be available by subscription. “Our plan is to provide the first issues free to over 50,000 race fans each week in a digital format to introduce them to the magazine. We are finalizing additional plans to promote the magazine,” said Bradham.
“The slogan ‘Racing is Drama’ is more than just a trademark for us. It is a statement of what we believe,” said Bradham. “Motorsport Illustrated News offers subscribers dynamic storytelling and compelling insights about the sport they love.”