IT WAS A MAGAZINE THAT many of us grew up reading, but the digital era has claimed another scalp. After 825 issues over 68 years, Wheels Media is retiring its MOTOR masthead.
First published on 9th May 1954 as ‘Modern Motor’, MOTOR has long been Australia’s go-to magazine for performance car reviews and news. Today’s announcement is therefore saddening, though it represents a necessary response to changing market dynamics and consumer preferences in an increasingly digital age.
“Given MOTOR’s prestigious history, today’s decision was certainly one of the hardest we’ve had to make in the history of our business,” Wheels Media CEO Christian Clark said.
“While print remains an important and unique channel for Wheels Media, market conditions are driving a consolidation of titles across the industry. In terms of consumer demand and long-term sustainability, one new-car masthead in Wheels – as part of a comprehensive multi-channel digital and print offering – makes best sense.
“Wheels and MOTOR have always had a subtly different voice and focus, but there is inevitably plenty of natural content overlap. Consolidating our editorial efforts allows us to more effectively entertain and inform our loyal audience of enthusiasts and new-car buyers.”
Wheels Media continues its evolution from a print-focused operation to a multi-channel publisher, powering its rapidly growing digital presence in alignment with its long-term vision for the business.
The good news for fans of the MOTOR brand is that much of its heritage will live on with editor Andy Enright and much of the team moving to key roles with our Wheels and WhichCar titles.
The last edition of MOTOR Magazine will be the July issue, which goes to print in June.