Auto Trader retunes and launches online

21 July 2005

Auto Trader retunes and launches online

A recharged and retuned Auto Trader hits both the newsstand and cyberspace at full throttle this week with the launch of www.autotrader.co.nz and a new look Auto Trader magazine. Sporting a fresh look and an impressive line up of new features, the new website rebrands Auto Trader magazine¡¦s online presence www.autopoint.co.nz and ramps up the title¡¦s advertiser offering.

¡§Auto Trader is our flagship brand ¡V Auto Trader magazine has over 300,000 weekly readers and an unparalleled position in the car buyers market. The launch of Autotrader.co.nz capitalises on the magazine¡¦s iconic status, and we¡¦re expecting the website¡¦s audience to grow quickly,¡¨ said Lee Williams, Group General Manager for Trader Group.

¡§The new site has a massive 50,000 vehicles for sale, and provides more options for advertisers and greater functionality for users. So now when you're in the process of buying your next car, after reading Auto Trader, you can visit the Auto Trader website¡Xand be better informed to make the right decision.¡¨

¡§Autotrader.co.nz is the most comprehensive online vehicle market in New Zealand. The addition of new features¡Xincluding the ability for dealers to upload literally an unlimited number of images per vehicle in practically real time¡Xfurther extend that value proposition for car buyers and dealers alike,¡¨ said Mr. Williams.

The retuned website is supported by a fresh look for Auto Trader magazine¡Xwith a new modern masthead and revamped, authoritative editorial positioned as the premier weekly motoring read ¡Xand is backed by a major marketing campaign.

¡§We¡¦re promoting the retuned magazine and new website through magazine, radio, billboard and online advertising, through retail networks and a series of online partnerships. We¡¦ll also be reaching television audiences through motorsports shows and educating buyers face to face at events up and down the country,¡¨ said Mr Williams.

Other initiatives to signal the arrival of Autotrader.co.nz include email broadcasts to Traderpoint.co.nz¡¦s 250,000 members, bus and bus-shelter advertising, and promotion through the Motor Buyers Guide, delivered to 440,000 homes.

The campaign¡¦s creative, produced by the Mr. Smiths agency, taps into New Zealand¡¦s car psyche with humour and a passion for motoring. The $0.5m media planning and buying strategy was executed by OMD.

The launch of Autotrader.co.nz builds on Trader Group¡¦s acquisition of Autobuy.co.nz and Car.co.nz in January, and The Car Dealer magazine in March this year.

¡§Our expanded suite of vehicle magazines and websites enables us to deliver advertising customers unmatched access to the car buyer market, as well as outstanding web design and news services. We¡¦re committed to enhancing and growing that offering while delivering readers and users a broad range of highly functional and complimentary media,¡¨ said Mr. Williams.

Autotrader.co.nz¡Xkey features
ƒ{ƒn50,000 vehicles for sale
ƒ{ƒnOnline loading tool that allows dealers to upload unlimited photos per vehicle onto the site
ƒ{ƒnSimilar vehicles for sale displayed when buyers view individual vehicles
ƒ{ƒnReal time news updates from the leading Auto Trader editorial team

ENDS

Trader Group
Trader Group is the leading publisher of specialist classifieds magazines and websites in New Zealand and Australia. Its portfolio of 19 publications attracts close to one million New Zealand readers every month and reaches almost a quarter of all males aged 10+ in the country. All Trader Group publications are New Zealand market leaders. Its range of industry-specific titles includes Auto Trader, Farm Trader, New Zealand Motorcycle Trader and News, Trade-A-Boat and Deals on Wheels. In 2004 Trader Group has launched new titles NZ Motorhomes, Caravans & Destinations and NZ Lifestyle Block as part of its commitment to providing New Zealand with a comprehensive suite of special interest and classified advertising media.

Trader Group¡¦s publications are complemented by 10 websites in the group¡¦s online business, Traderpoint.co.nz, most of which are number one in their industry. Combined, the websites receive over 200,000 unique visitors each month.

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