New auto trade for Canada

Canada's automotive industry is getting its own trade paper.The first issue of the coated stock, mini-tabloid, called Canadian Auto News, is due in October and will be published by World of Wheels Publishing.Lynn Helpard, Toronto-based publisher of Canadian Auto News, says...

Canada’s automotive industry is getting its own trade paper.

The first issue of the coated stock, mini-tabloid, called Canadian Auto News, is due in October and will be published by World of Wheels Publishing.

Lynn Helpard, Toronto-based publisher of Canadian Auto News, says there is a real need for a Canadian automotive trade paper that carries news and information about the industry in this country.

Helpard’s company already publishes World of Wheels and Le Monde de l’Auto automotive magazines.

‘It’s a bit like a wholesaler taking on another line,’ he says about his newest venture.

Helpard says the last Canadian auto trade publication, a Maclean Hunter effort, folded about five years ago.

He says the October and November issues of Canadian Auto News will be distributed to auto dealerships, tire and automotive executives and fleet operators, for a total of 10,000 copies an issue.

After that, Helpard says the paper will be strictly paid circulation at $18 a year, adding he expects the circulation will settle between 3,000 and 5,000.

The editorial content of Canadian Auto News will be news and features on the worldwide auto industry, with special emphasis on its Canadian aspects.

Helpard says to some extent his new paper will be fashioned after the trade bible of the North American auto industry, Detroit’s Automotive News.

The publisher is bullish on Canadian Auto News’ prospects, saying the u.s. paper is pushing its Canadian correspondent to write something about the industry in this country now that word about his publication is out.

Helpard says at some point – not yet determined – he hopes to publish his new paper every two weeks.

Space reservation date for the October issue is Sept. 4. The advertising material deadline is Sept. 11.

A black-and-white, one-third page costs $1,050 for a one-time insertion, $975 for six insertions and $925 for 12.

A one-time, full-page, black-and-white ad costs $2,625.

Spot color on a black-and-white ad is another $500. Four-color costs an extra $1,200.

Editor of Canadian Auto News will be Joe Duarte, the editor of World of Wheels.