eMOTION!, World's First Multilingual Global Automotive Magazine, Launches in Detroit
26 April 1999
eMOTION!, World's First Multilingual Global Automotive Magazine, Launches in Detroit
DETROIT, April 26 -- After a nearly two year gestation
period, eMOTION!, the world's first multilingual, global automotive magazine,
debuts in the Detroit market on Tuesday, April 27, in the Detroit News and
Detroit Free Press.
"This is actually a prelaunch," said Myron D. Stokes, founder and
publisher, "and it was appropriate to do this in the world's automotive
capital -- Detroit. The primary intent of the pre-launch is to let our
clients and supporters know we have arrived on the scene. Believe me, it has
been difficult and grueling, as anyone who has ever created a new publishing
entity or similar undertaking will tell you."
Stokes, a former business correspondent for Newsweek, Newsweek
International and Newsweek Japan, further stated that Detroit area circulation
would be in the 80-100,000 range, followed within 30 days in five other cities
with an additional 650,000.
"Our media placement people, Valassis Communications, recommended along
with Detroit, Chicago, New York, Los Angeles, Houston and Miami initially.
Obviously, these are among the world's greatest cities and perfect for meeting
our primary readership target demographic objectives."
eMOTION!, its name a play on the words motion and emotion, is bi-monthly,
has a readership demographic of 35-55 age group/$75,000+ household income and
utilizes major newspapers as the primary distribution method.
"We had the choice of newsstand with its attendant 'sell-through'
dynamics," said Stokes, "or a very high-quality, 40 page magazine insert using
the well-established distribution mechanisms of the major newspapers. We
chose the latter for its efficiency and we will use this method both
nationally and internationally. The end result is the best of both world's --
a newsstand quality publication delivered to your home in your favorite
newspaper."
Those receiving eMOTION! will note its very high quality -- it uses 70 lb.
bright stock that rivals or exceeds the very best of publications. "We chose
one of the best printers in the world, RR Donnelly and Sons (Chicago) for our
U.S. and international printing. Their leadership in this area is readily
apparent," said Stokes. "Toronto- and Detroit-based Parks Productions, LTD.,
also did an outstanding job interpreting our design and layout requirements."
Stokes also stated that the magazine is not just another publication and
deviates from the typical: "We are unique, and I don't use this word loosely,
because we cover the auto industry in its totality, from marketing to
motorsports. That is to say, we discuss the manufacturers, the suppliers,
racing, music technology, car-producing countries, and in a true departure, we
cover aerospace. We deem this appropriate owing to the tremendous amount of
technology cross-fertilization between the automotive and aerospace
industries."
True to this format, featured stories include '99 Mustang GT (Cover),
Formula One racing's return to the U.S., a technical analysis of the '99
Corvette and Boeing's new business jet, Malaysia's emergence as a key
industrial power, the auto industries of Portugal and the Netherlands, and a
profile of Delphi CEO J.T. Battenberg, III.
"When we are asked what are you -- trade, consumer, enthusiast or
business-of-the-business, we answer that we have succeeded in melding these
editorial formats because we recognize that these aspects and features of the
industry are constantly interactive and in fact, behave synergistically. We
tap into this synergism," said Stokes.
One of the most notable features of eMOTION! is its treatment of the cover
subject. "In yet another departure, we use the front and back cover and the
centerfold for this purpose, this ensuring maximum impact for the cover
subject," stated Stokes.
Stokes also said that there are no North American, European, Asia-Pacific
or Pacific Rim versions of the magazine. "We recognize that the culture of
the automobile is multi-cultural. Indeed, the world has a love affair with
the automobile. With this in mind, readers in Detroit, Tokyo, Berlin, Beijing
and Kuala Lumpur will read the same think, at the same time, except its in
their own language. This make us the perfect 'borderless' marketing tool."
The time table for establishing eMOTION!'s global presence encompasses the
first and second launch phases for issue #1 in the six cities and 750,000
circulation; the same for issue #2, except 250,000 copies will be in Spanish;
issue #3 ramps up to 1.5 million in 12 cities with 500,000 in Spanish; issue
#4 increases to the magazine's typical 3.5 million in 25 cities of which
one million will be in Spanish. By issue #5, eMOTION is expected to be in all
major languages with an anticipated global circulation of 23.5 million.
"Ambitious? Yes," said Stokes, "But I'm a firm believer in the ancient
proverb that states 'if it can be imagined, it can be accomplished.' No one
ever achieved any truly significant breakthrough in any area, and I sincerely
hope eMOTION! will come to be viewed as one, without perseverance, risk and
difficulty. I've been truly fortunate to have a team of people including John
Chuhran, who believe in the project and believe in me. I can't thank them
enough."
Upcoming cover subjects include the '99 Mercury Cougar, Cadillac Seville
STS, Lexus GS400, and Chrysler 300M. And reflecting the industry's positive
response to eMOTION!, advertisers include Ford, Lincoln Mercury, Chevrolet,
Pontiac, Boeing Aircraft, Lotus Cars and National City Bank.
eMOTION! is a publication of Automotive Intelligence Group.