Dennis Publishing has launched a digital motoring title, the second digital magazine from its new product development team.
iMotor will launch on 17 July and will be a free fortnightly digital only publication, following in the footsteps of Dennis’ digital men’s magazine Monkey, which launched in 2006, and digital gadget magazine Gizmo which launched in February this year.
The ten-strong Dennis new product development team, headed by the managing director of Dennis’s lifestyle division Bruce Sandell, was launched in September 2007 with the promise of a string of new launches in 2008.
Dennis already has a portfolio of motoring titles – evo, Auto Express and Octane – and it claims this title will bring together elements from print, online and broadcast media with features such as test-drive videos and ‘a heady mix of TV-style entertainment’combined with “web-styled topicality and magazine-style authority and depth.”
Sandell said: ‘iMotor is our latest digital magazine offering, using the same pioneering page-turning technology and video platform as Monkey and the recently launched iGizmo. Their success has proven the unique benefits our digital titles are able to offer advertisers and readers. The creative interactive advertising opportunities this magazine offers to clients creates a real buzz around their products featured – while providing valuable, insightful and entertaining information to our readers.”
Former news and features editor of Auto Express Mat Watson has been appointed editor of the new title and Ben Raworth, NPD editor in chief who who launched Monkey, will also be working across the title with the team.
Watson said: ‘With our groundbreaking technology, we can produce brilliant new content in-house and mix that up with the latest news, pictures and videos from the world’s car manufacturers, an engaging mix of quizzes, reader votes and pure unadulterated fun, and we think we’ve got the making of a great new motoring title.”