After producing the first two issues of automotive-focused custom pub Driver in-house, Canadian Tire has hired Rogers Publishing to handle the magalogue.
“While we did a good job [internally] with the first two issues, we recognized that we’re not in the business of publishing,” said Rob Shields, SVP of marketing and customer for Canadian Tire. “We wanted a partner who could help us improve the property for 2012.”
Shields said they reached out to a number of Canadian publishers before deciding on Rogers a few weeks ago. Rogers is recruiting an editor for Driver to help lead the next issue, which is slated for spring 2012, Shields confirmed.
Moving forward, Shields said the magalogue will feature more seasonal editorial. “We want it to be part magazine, part catalogue, so that there’s always an interesting mix of editorial with the right product and solution set that marry up to the season.”
He added that they also hope to include more coupons and other offers, which will “help us in terms of measured marketing of the property itself and a given customer segment.”
According to internal tracking, Shields said Driver has performed well among the magalogue’s two key segments: “hoodies” (guys who like to tinker with their vehicles) and “car carers” (drivers who are very conscientious about looking after their vehicles). “They see it as very customer-centric, with articles and tips that are valuable to them.”
Driver is circulated through in-store distribution across its 485 stores, as well as addressed and unaddressed mail based on target trade areas. Shields declined to provide specific circulation numbers, except to say that “it is very significant as a custom pub.”
When Driver debuted last spring, 600,000 copies of it were distributed through stores across the country, and another 1.5 million delivered to targeted customers.
