To be honest, the print extension seems the logical next step but what is really interesting is the target audience that it appeases. Top gear has a highly segmentable (fractured) audience, some watch the program for the car news, some think it's funny, others are captured by the deep celebrity interviews...ok ok, nobody is interested in the interviews, but there are many other 'catches' to the show.
What is interesting about the strategy is that it is less about selling a new product and more about leveraging an existing brand. What I mean by this is that the magazine is not going to be a print version of the television show. Sure, it may have a few articles by the hosts or print a couple of production shots, but more or less, it will be another mag aimed at car nuts, rev heads and socket monkeys.
I love the strategy behind it. Franchise the name, set it up so that it is produced locally and represents the demands of the readers, but constrain it to stick within suitable guidelines that will maintain the integrity of the television show.
Josh's Opinion
I often speak about doing things slowly and correctly and in this case the BBC have done it well. They have ironed out the kinks and slowly but surely expanded the model across the world. I might also add that they have looked high and low for the correct business partners, I say this because the in-store promotion I have seen around is just excellent. I expect breadth distribution to be high right from the get go.
Sam's Opinion
I love the show, but I wonder if there is room for a VOD cast or something a little less old school. Then again, rev heads do love ruining the environment, so short of printing it on animal hides, I think they are sticking to their guns.
I found out about this little beauty on this blog
What is interesting about the strategy is that it is less about selling a new product and more about leveraging an existing brand. What I mean by this is that the magazine is not going to be a print version of the television show. Sure, it may have a few articles by the hosts or print a couple of production shots, but more or less, it will be another mag aimed at car nuts, rev heads and socket monkeys.
I love the strategy behind it. Franchise the name, set it up so that it is produced locally and represents the demands of the readers, but constrain it to stick within suitable guidelines that will maintain the integrity of the television show.
Josh's Opinion
I often speak about doing things slowly and correctly and in this case the BBC have done it well. They have ironed out the kinks and slowly but surely expanded the model across the world. I might also add that they have looked high and low for the correct business partners, I say this because the in-store promotion I have seen around is just excellent. I expect breadth distribution to be high right from the get go.
Sam's Opinion
I love the show, but I wonder if there is room for a VOD cast or something a little less old school. Then again, rev heads do love ruining the environment, so short of printing it on animal hides, I think they are sticking to their guns.
I found out about this little beauty on this blog
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