J Tuner

Positioning
To provide the Japanese car community with a premier magazine that will excite, stimulate, inform and entertain. With our team of committed enthusiasts, we will produce high quality, high value features, while supplying the most in-depth and technically factual advice in the industry.

Background
The Japanese car market is the fastest growing market segment in the UK (17% on average) and in the world (47%). Current UK magazines don’t address the need for hands on information and existing UK Japanese cars magazines lack reader interaction. There is no magazine currently in the market to performance test the cars, J Tuner will be the first. Additionally current general car magazines do not supply sufficient coverage of the Japanese car market.

Profile
J Tuner is the premier magazine for the Japanese modified car community and the first choice for true enthusiasts. Featuring high quality, specially commissioned photography, all the technical detail the reader demands with great ‘tell me something I don’t know’ ethos and clean appearance and tightly written copy underlying the title’s expertise and credibility.
Performance testing: Highly valued by the Japanese car enthusiast, J Tuner will be the only title to provide this every month
Feature Cars: Not just manufacturer spec. cars but modified machines, complete with all the detail for information-hungry readers
Drifting: Regular feature dedicated to this hugely popular part of the culture
Emphasis on reader interaction and community: Japanese car fans are very responsive to to a club-like community feel
Added value: Cover-mount gifts on a minimum of three issues/year – rare for this sector

Readership demographics
• 18 –40 years old – older than general performance car readers More disposable income than readers of other performance and tuning magazines
• Mature, but still kids at heart and very serious about their cars
• Love the Japanese car scene; feel that by buying the make they have they belong to the car community
• Serious about producing boost
• Open-minded about the Japanese scene
• See themselves in the top league of modifiers

Readership profile
Three broad groups of readers:
Hardcore
Owns at least one high performance Japanese car, a regular at track days and an active car club member. Into the scene for a number of years but not a regular reader of the competition as he feels they don’t meet his needs
Passionate
Owns a car and loves the scene. Voracious consumer of any car title with a Japanese car on the cover. Active at track days and in their car club
Newcomer
New to the Japanese scene, but either owning, or wanting to own a car they are eager to learn how to get the most out of it. Still occasionally reads Redline or Max Power but has grown up and aspires to technical knowledge rather than the lifestyle. May read the competition occasionally