Canadian Car Care Guide hopes to fill niche

Publisher says new magazine targets 'the regular consumer in the street'Between specialist magazines for car buffs and the automotive section of newspapers, there is a car care niche waiting to be filled.And that is something Oleh Kobyleckj, publisher of Canadian Car...

Publisher says new magazine targets ‘the regular consumer in the street’

Between specialist magazines for car buffs and the automotive section of newspapers, there is a car care niche waiting to be filled.

And that is something Oleh Kobyleckj, publisher of Canadian Car Care Guide, hopes to achieve with his new digest-sized title.

Toronto-based Kobyleckj says the four-color magazine ‘is for the regular consumer in the street’ looking for tips on how to buy a battery, say, or get discount coupons for oil changes and tune-ups.

Kobyleckj, who has a background in the auto and advertising industries, says Canadian Car Care Guide will be delivered free by Canada Post to 1.33 million households in the Greater Toronto Area.

The first issue of the six-times-a-year magazine will be delivered the week of May 29.

Kobyleckj says it is obvious from the numbers he is seeking a mass rather than a specialist readership.

He also points out women will be well treated by Canadian Car Care Guide, with regular editorial features from a female perspective.

He will not disclose who his advertisers are, but mentions such sectors as the auto aftermarket, banks, dealer associations and car stereo suppliers as examples of potential advertisers.

Kobyleckj says he is advising advertisers who place coupons in his book to make sure they have a lengthy period of validity, since every issue of Canadian Car Care Guide is intended to have a long shelf-life rather than be thrown out a couple of days after it is delivered.