Publishing Alliance sets record in Copenhagen

Publication date: 20 June 2007

A record 40 professionals attended the fourth European Club Magazine Alliance Conference June 7-8 in Copenhagen and agreed on a topic for next year's joint publication for an article in club magazines. Attendees also heard a number of presentations from in-house and outside experts designed to help editors publish club magazines readers can't do without.

"Our magazine is a key service. It's very important to our readers – the main reason members join our club," FDM's Managing Director Thomas Moller Thomsen said during a welcome address. "The club and the magazine can't live without each other."

Until recently, FDM didn't provide road service so the magazine, indeed, was a major reason for members to join and renew.

FDM's Bo Koch agreed with Thomsen. Koch also announced FDM has moved into commercial publishing with a new niche magazine focusing on classic automobiles.

All iance Chairman Rob Olieroock indicated the next subject for joint publication is safer roads with reference to EuroRap's 2006 campaign. After that, he asked alliance members to suggest new topics for publication in future issues of European magazines.

The first article published this year by alliance members was a huge success with some 14 European clubs publishing an Ecall article reaching an estimated 60 million to 70 million readers.

"Publishers working together on projects such as this demonstrate the power that European clubs magazines - read by an estimated 120 million members - have to influence lawmakers, business leaders, members and others," Region I President Werner Kraus said in a letter last December to publishing executives.

"It's a unique advantage. Together, we can raise awareness of a certain issue at the same time. Increasing knowledge and influencing attitudes are the first steps toward influencing social change," said Susanne Lekengard whose Swedish club M won the FIA award this year for the best presentation of the eCall article in a club magazine.

"Editors are taught to think of their readers. They ask is this something my readers can use? If it is, then it's good for the magazine, for the readers and, in the long run, for clubs," Olieroock said.

Journalism Professor Flemming Sorensen told attendees they are living in the "era of the specialized press" in an era of globalization. He said "content is king" and that readers will pay more for specialized, or niche publications, than for general interest magazines. Two new titles are launched weekly in Great Britain, he said.

Meanwhile, ADAC's Georg Zahringer explained how ADAC has launched an Internet version of its member magazine ADACmotorwelt. So far, 100,000 of the magazine's 19 million readers have opted for the electronic version. The goal is to reach one million online readers, he said.

Jesper Berg explained how to use the Web as an extension of the magazine, and Torben Kruse explained how a small staff can accomplish wonders in the world of publishing. Mikkel Thomsager explained how to start a car magazine. He also said taking your magazine on TV isn't a winning proposition, though it does help promote the magazine's brand.