Outdated Browser Detected
Our website has detected you are using an outdated browser that will prevent you from accessing certain features. An update is not required, but it is strongly recommended to improve your browsing experience.
Use the links below to upgrade to a modern browser.
Fans of vintage vehicles are extremely passionate. This is something you can make the most of with the release of this special bookazine celebrating the 50th birthday of Ford’s ultra-iconic Capri model
On sale out now
Frequency one shot
Display with Classic Ford, Fast Ford
The Ford Carpi conjures up images of blokes called Trev, furry dice and classic British TV action shows of the ’70s, but it also still boasts a large, loyal fanbase of devotees of its mass-market sports car stylings. Nearly two million were sold during its near-20-year lifespan, but its legacy lives on among vintage car fanatics.
The brand celebrates its 50th anniversary this year, making this birthday one-shot from the makers of Classic Ford and Fast Ford all the more timely.
It traces the car’s history from inception, when it was developed as a European equivalent to the iconic American Ford Mustang, through its three different iterations, including the classic getaway car, the Mk II, and is perfect for enthusiasts and former owners.
To paraphrase Ford’s old advertising slogan, this is the Ford bookazine you’ve always promised yourself.
“I don’t see my role as managing decline. On the contrary, I see it as managing growth.” So said Condé Nast’s UK managing director, Albert Read, in the latest big Sunday newspaper business pages interview with a publishing executive.
This kind of feature makes for fascinating reading to see how senior magazine companies view the current state of the market, as well as an idea for the future. When Read took over the helm, one of his first acts was to make Glamour digital-only, not a good sign for those hoping for a loyalty to print as a format. But explaining the decision, he said it was more down to the changes affecting mass market magazines than mags as a whole.
The thinking at Condé Nast is mass market is the one that is hemorrhaging sales (and advertising), whereas its quality brands – Vogue, GQ, Tatler et al – are retaining readers.
Like many of the ultra-independent mags I’ve written about here, it’s the strength of the brand that’s helping them survive. Tatler, Wired and Vogue are establishing other revenue streams that, in turn, rely on the quality and association with the print version; trade shows, directories, business-to-business offshoots and more. The likes of Mundial and The Move have independent design studios and creative agencies that pay the rest of the bills that aren’t covered by the mag.
To do this, the magazine has to have a strong idea, an ethos and quality in its print offering to ensure that companies want to buy into the credibility. Which again highlights, perhaps, why targeted fare is so much more future-proof than the mass market.
And what it further highlights is that, even for a big, multinational, long-established publisher such as Condé Nast, niche is where it’s at. But at least with niche, the future is assured.
Become a Member to comment
Register to comment and get exclusive content and subscribe to the online and print versions of Retail News.