Classified car titles set to bolster online focus
Exchange & Mart and sister title Auto Exchange have appointed a direct agency and media shop to promote their joint website, in a bid to compete with eBay Motors and multimedia brands Auto Trader and Autocar.
The titles' owner, Exchange Enterprises, has hired direct shop Flourish
and media agency All Response Media to handle the £4m account for
exchangeandmart.co.uk.
Flourish, which was appointed to the account following a four-way pitch,
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handle outdoor, press and insert activity.
All Response Media will handle media planning and buying. The activity
will run in national and regional media, including relevant magazines.
The first campaign is planned for the end of September.
According to latest figures from Hitwise, the online data tracker,
Exchange & Mart is the eighth-highest ranked automotive classified sites
in the UK, in terms of total website hits. It has a 1.4% share of the
market, which is dominated by Auto Trader UK (34%) and eBay Motors UK
(29%).
The Exchange & Mart and Auto Exchange titles were bought by Exchange
Enterprises, a subsidiary of Newsquest for £50m a year ago.
According to the latest ABC figures from January to June, the original
print version of Exchange & Mart sells 36,376 copies, while Auto
Exchange's circulation for the six-month period was 365,988.
Circulation casualties regroup, page 19.
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