@firstcaruk facebook.com/firstcarmagwww.firstcar.co.uk

Media pack2015 - 2016

Targeting all learner drivers

theory

F irstCar Limited is the UK’s market leading publishing company in

the new driver market. Producing award-winning magazines for over a decade,

FirstCar stands alone, targeting every learner and newly qualified driver in the UK.

FirstCar publishes four magazines and a website aimed specifically for the new driver. With an impressive 2m+ magazines published annually, supplemented by a growing online presence, FirstCar’s total market reach is both unrivalled and impressive.

FirstCar effectively communicates with the hard-to-reach set of new drivers in a unique

and engaging way, allowing key advertising messages to reach this impressionable audience in a cost-effective manner.

With an impressive track record for advertisers, FirstCar delivers brand awareness and/or direct response campaigns. The new driver audience is in buying mode for all things motoring; cars, insurance (pre- and post-test), lessons, learning aids, accessories, gadgets, tyres, breakdown cover, etc. There is no better time to engage with these drivers as they embark on their independent motoring journey. FirstCar helps advertisers reach them at this pivotal stage of their driving career.

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Media pack2015 - 2016

theory

Company baCkground

* FirstCar reader survey 2014 ** Official DfT statistics October 2013 –September 2014

FirstCar theorythe magazineFirstCar Theory is handed out to learner drivers who complete their theory test. Launched in 2012, it’s been an instant hit for both readers and advertisers alike. The readers receive a valuable, free, educational resource packed full of useful, perfectly tailored motoring information for the learner driver. Advertisers are able to target this hard-to-reach group of learners at an early stage as they progress to becoming an independent driver.

Receiving heavyweight backing from the Driver and Vehicle Standards Agency (DVSA), this A5, 52-page magazine is the sister title to the equally successful FirstCar Practical magazine – the magazine that targets all driving test candidates. A campaign spanning both titles offers invaluable exposure for advertisers giving two touch points with every learner and newly qualified driver in the UK.

With perfectly tailored editorial, informing, educating and enthusing the readers on learning, buying, insuring, owning and enjoying driving, the magazine is valued and trusted by its readers. The magazine reaches these drivers at an early stage as they begin to form brand opinions and make key purchasing decisions. It’s the perfect platform for advertisers to build brand affinity and connect with this audience.

Blanket coverage of every learner driver in the UK. All theory test candidates are handed a copy of the magazine, in the theory test centre on completion of their test, pass or fail. Theory tests are on the increase with 7% increase YoY. 1.64m theory tests were conducted October 2013 – September 2014, with 835,000 passing. The pass rates is 51%.**

The average age of the reader is 19. 82% of readers are planning on taking their driving test within the next two months. Two-thirds are researching or have not looked for provisional insurance yet. Over half will be buying their first car within six months. Our readers are in key buying mode and offer advertisers a very captive and lucrative audience.

distributionThe DVSA has granted exclusivity to FirstCar to distribute the magazine into all 123 theory test centres nationwide. The candidates are handed a copy of the magazine when they collect their theory test results in the test centres – pass or fail.

Recently awarded the Circulation Initiative of the Year by the PPA, the unique distribution method ensures blanket coverage of all learner and newly qualified drivers in the UK. It’s an extremely powerful and perfectly targeted way to reach out to this set of drivers.

Printed quarterly, a total of 750,000 copies are distributed annually. The quarterly frequency offers advertisers flexibility to refresh copy regularly, run time sensitive campaigns, or simply run shorter campaigns spanning, three, six or 12 months.

400K

350K

300K

250K

200K

150K

100K

0 17yrs 18-20yrs 21-25yrs 26-30yrs 31-40yrs 41+yrs

Age of cAndidAtes tAking their theory test**

WhAt products or services Are the reAders interested in?*

72% used cars

39% provisional insurance

38% Car insurance

36% Car finance

35% Car care

33% maintenance

25% tyres

46% breakdown cover

60% new cars

@firstcaruk

Target market*

www.firstcar.co.uk facebook.com/firstcarmag

Media pack 2015 - 2016

theory

Targeting all learner drivers

inserts Bound in inserts £25,000

magazine meChaniCal dataDouble-page spread 210mm (h) x 296mm (w)Full-page size 210mm (h) x 148mm (w)Half-page trim size 105mm (h) x 148mm (w)Quarter-page trim size 105mm (h) x 74mm (w)

timings* issue copy deadline distributed

Q2 2015 1 March 2015 April – June 2015

Q3 2015 1 June 2015 July – September 2015

Q4 2015 1 September 2015 October – December 2015

Q1 2015 20 November 2015 January – March 2016

key inFormation

Media pack 2015 - 2016

@firstcaruk facebook.com/firstcarmagwww.firstcar.co.uk

advertising rates (cost per insertion)

3 months 6 months 12 months

Double-page spread £12,000 £20,000 £35,000

Outside back cover £10,000 £17,500 £30,000

Inside front cover £9,000 £15,000 £25,000

Inside back cover £7,000 £12,000 £22,500

Whole page £6,500 £11,000 £20,000

Half page £4,000 £7,000 £12,500

Quarter page £2,500 £4,000 £7,500

Bespoke sponsorship and multi-magazine packages are available on request.

artworkPlease supply finished artwork for the printed magazines as a high quality (press) pdf with all fonts converted to outlines and with no transparency.

Full page adverts designed to bleed off page should have 3mm bleed allowances in addition to the advertisement size.

theory

Targeting all learner drivers

Contact usrichArd storrs Commercial Director ■ tel 0845 47 47 035 ■ Mob 07707 564 422■ email richard.storrs@firstcar.co.uk

* We reserve the right to change the distribution period, if the 187,500 quarterly print run is deemed too little/much for that quarter.

@firstcarukwww.firstcar.co.uk facebook.com/firstcarmag

‘FirstCar has been a great channel for us to be able to reach our target audience and has helped us to significantly build our brand awareness. The publication clearly understands our philosophy and shares our passion and dedication to support young drivers.' crispin Moger, MD, Marmalade

‘The new FirstCar website is shaping up to be a good resource for learner drivers. It provides a very targeted platform for reaching this market in an environment they are comfortable with.’ emma franklin, marketing manager, TSO

testimonials ‘FirstCar provided RED

Driving School a unique opportunity to reach young drivers nationwide. As with any FirstCar publication, the quality of the editorial was high and the returns generated were almost immediate and have more than justified the investment.’ dominic cohen, head of marketing, Red Driving School

‘We’ve been very impressed with FirstCar over the two years that we’ve been working together. Their publications are packed full of fantastic content, presented perfectly for their audience of young drivers. The results we’ve seen continue to impress, and the whole process has been thoroughly enjoyable.’Luke eales, ingenie marketing manager

‘As a newly launched niche business we were keen to attract quality leads relevant to our brand and products. We identified FirstCar as a suitable partner and with their help and support were able to place our adverts quickly and easily. Within a few hours of the publication going live we received our first young driver lead and sold two policies. We continue to receive good quality responses. I have been impressed with the FirstCar team and would certainly have no hesitation in recommending them.’simon Jackson, MD, Policywise and Girls Drive Better

‘I received my copy of FirstCar and read it cover to cover, loved it!’rob dyson via twitter, who had just passed his driving test

'We have been so impressed with FirstCar, from the efficiency of its distribution to the quality of its content. Take up has been very high among candidates; rarely does anyone turn down a copy and some people take multiple copies to share out among their friends.'pearson professional centre manager (distributesFirstCar Theory magazine to the test centres)

'FirstCar is a unique opportunity to present our products specifically to young drivers. The high-quality content targeted at a receptive audience lends the magazine great credibility, and Adrian Flux's exposure to this important motoring sector has grown as a result of our advertising.' gerry Bucke, sales & marketing general manager, Adrian Flux

Media pack 2015 - 2016

theory

Targeting all learner drivers