Formula back in the race

Autosport magazine Formula, after suspending publication last September, has been sold and resumes publishing in June with a new emphasis on adding value for its advertisers.Formula covers Formula One racing, the Indy car circuit, Formula Atlantic races and the Players Ltd....

Autosport magazine Formula, after suspending publication last September, has been sold and resumes publishing in June with a new emphasis on adding value for its advertisers.

Formula covers Formula One racing, the Indy car circuit, Formula Atlantic races and the Players Ltd. Canadian Racing Series, among other events.

More focussed

Charles Demond, whose company Demond Publishing in Aurora, Ont. bought the magazine from Kerrwil Publications in Mississauga, Ont. for an undisclosed sum, says Formula now offers greater service and a more focussed publishing schedule.

Demond says there will be four issues of Formula this year, and six issues from April to October in 1995 and beyond.

The spring to fall period covers roughly the auto racing season.

Demond says fewer issues each year will actually help Formula’s advertisers by allowing them to be in the magazine – and in front of consumers – more often.

Reader card service

Demond says Formula now offers advertisers reader service cards, which the advertisers can use to secure up to 200 free subscriptions for their customers; discount subscription cards, which advertisers can use to get up to 1,000 discounted subscriptions, and reader fulfilment cards.

Formula’s new owner says he expects the distribution of each issue of the glossy will be at least 22,000.

Demond says the magazine’s readership is almost entirely male, with 68% of it in the 25 to 44 age range. More than half its readers – 54% – have an average household income of $60,000-plus.

A full-page, full-color, one-time insertion in Formula costs $4,200. The newsstand price of Formula is $2.95. DC