The Driver Magazine hit newsstands this week as a comprehensively restructured and rebranded bimonthly publication.

“From top to bottom everything has changed,” says marketing director David Miller.


Free since its launch in 2003, the Toronto-based magazine now has a $5.99 cover price because publisher Sam Adewale felt the old business model was limiting, says Miller. “His goal is basically to be the leading authority for auto magazines in Canada,” he says.

Issues have been bumped from 40 to 64 glossy pages and the masthead has been overhauled with new people in editorial, graphics and marketing.
The magazine has widened its focus from Ontario to Canada, dropped several local advertisers and is working on attracting national auto industry ads.

Miller says it hopes to establish a 30 to 70 split between ads and editorial content. It currently has about 15 percent advertising.

The magazine’s total circulation stands at 13,000, Miller says. It plans for that number to rise to 50,000 by the end of 2010, and 100,000 by the year after.

Miller says the magazine plans to raise its circulation through a marketing strategy which includes hosting events and setting up promotions with retailers such as Indigo. It is considering enlisting the services of CDS Global to help manage, market and grow subscriptions.