News that ACP Media has announced the end of the weekly magazine Auto Trader is significant. It is also completely positive.
The success of internet trading sites, especially the Fairfax owned TradeMe site, will now see ACP Media concentrate on its autotrader.co.nz website, which was set up seven years ago.
One of the challenges facing newspaper and magazine publishers (and let's face it, I have blogged about this many times before) is adapting to a 'brick and click' environment. Trying to develop on online brand strategy is difficult if constrained by the need to preserve print circulation and advertising revenue. Few have succeeded.
So ACP Media's decision now allows them to focus exclusively on an online strategy. And in this space, the Auto Trader brand is a great place to start. If their proposed redevelopment plans for the website in the New Year go to plan, then there is no reason why autotrader.co.nz should not establish a preeminent position for itself in the online auto space in New Zealand.
I believe ACP Media management have made a tough, but the right call on this one.
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