Mini Magazine

Positioning
The best of the Mini scene for all owners, from the daily driver to the full-on fanatic.

Background
The Mini is one of the few cars that holds a truly international appeal. Since it began production in 1959 it has been an innovative motoring legend, economical run-around, aggressive race competitor, film star, icon and style statement. If the Mini means anything to anyone, then Mini Magazine is the ideal read. It features all the best cars, the latest news and products, technical advice and easy-to-follow DIY guides. Not only does it inspire readers to enjoy their Mini to the full, it also shows them how to do it with a range of practical advice and handy buying & modifying tips.

Profile
The Best Feature Cars: every month brings the best redesigned and refitted Minis from all over the world.
100s of car ads: the biggest readers’ Mini classifieds section.
News: all the developments in technology and design of Mini as well as shows & fairs coverage, letters and Q&As.
Hands On: packed with tricks, advice, restoration and retrofication tips together with how-to guides and a Mini encyclopaedia.

Readership profile
Mini Magazine offers the best of the Mini scene to all owners from the daily driver to full on fanatic; the two main reader groups are regular and occasional buyers.
Regular buyers put the magazine on their list of ‘must haves’ for great feature cars, up to date information and news on what will be the next ‘Mini thing’. Most consider it their ‘bible’.
For the occasional buyers, Mini Magazine gives help and practical advice when buying a new car, parts or accessories - because with 99% of Minis bought comes an inevitable follow-up: personalisation, customisation, tuning and sales of aftermarket goods.
66% of readers say they buy something as a result of seeing it in the magazine. They’re also enthusiastic mail order shoppers — getting the right part for the required application is far more important than finding ‘make do’ parts locally. They are passionate and enthusiastic about Minis and share a sense of community.

Regular buyers: They love Minis and buy Mini Magazine every month. To get the most out of their pastime they are mainly interested in how to work on their Minis, where to get parts and to find out what other people do to their cars. They believe that Mini is a unique car owing a great deal to its shape, heritage and also offering a unique driving experience. They find Mini Magazine extremely credible as the practical magazine for working on, maintaining and restoring their Minis.

Occasional buyers: They like Minis and buy the magazine when they need to find out what’s for sale and where they can get the parts they need. They are interested in entry-level technical information with picture-led treatment, advice on buying a new Mini and information on getting used and new parts for their Minis. They appreciate the unique design and heritage of Mini, however pay more attention to the fact that Minis are cheap to buy and run, easy to work on and customise.

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