Astro shifts gears to Car

Malaysia - Following the last issue of Top Gear in March this year, Astro Publications brings UK publication Car magazine to Malaysia through a licensing agreement between the publishing arm and Bauer Consumer Media Limited in the UK.Targeted at the urban male aged 30 and above with high disposable income, Car features local and foreign content and news including the latest motoring developments from all over the world, predominantly Europe.Donald Cheah, head of integration for Astro Publications and editorial consultant for Car,said the magazine's strong legacy of having been published for 50 years in the UK makes it apt to bring this publication to motoring enthusiasts in Malaysia."The motoring industry in Malaysia is a reflection of that in Europe, making the local audience ready for Car's first Malaysian edition," added Cheah.Car Malaysia will be helmed by editor Ahmad Zulizwan who said that the nationwide publication includes 60% of international and 40% local content, with no plans to fully localise it in maintaining the same European flavour."It will have specific sections with local motoring personalities like we have done in the first issue, interviewing more people within the car industry," added Zulizwan.Some of the advertisers on board include Mercedes-Benz Malaysia, Bentley Kuala Lumpur, Caltex, Parker and Volkswagen among others.Car's Malaysian website has also gone live and will feature more local content over time.In promoting the new magazine's launch, a wraparound print ad was released in theSun with other promotional activity to run on Astro's TV, radio and online platforms.Car Malaysia has an initial circulation of 15,000 copies, with plans to get it audited.