7500 Old Oak Blvd.
Cleveland, Ohio 44130-3343
440/891-2604
Fax: 440/891-2675
http://www.aftermarketbusiness.com
Aftermarket Business is one of more than 100 b-to-b titles published by Advanstar Communications - which boasts strongholds in markets such as application technology,
health care, roofing, pharmaceuticals, pest control, paper, motor vehicles and others. This particular monthly tabloid covers all things relevant to a deep vertical niche of
automotive parts retailers, ranging from small, independent shops (jobbers) to national chains and program groups, such as AutoZone, to department stores, a la Sears. Also in the
readership mix: automotive parts manufacturers, mass merchandisers and warehouse distributors. Circ: 41,000.
Content/Contacts
For the uninitiated, "aftermarket" refers to any and all products that can be installed in cars after they've left the dealership. Perhaps the biggest misconception
about Aftermarket Business is that it covers all things automotive.
"People send us news about Ford and GM and the other large car manufacturers, but we don't cover the OEM [original equipment manufacturers] market," says senior editor Mike
Willins. "If someone sends me a release about the new Chevy S-10, it means nothing to me." Although a story about how sluggish sales at DaimlerChrysler are affecting parts
suppliers fits the bill.
Editors recently completed a tune-up of the magazine's Web site ( http://www.aftermarketbusiness.com ), which they plan to beef up
with daily breaking news on topics such as industry partnerships, mergers and legislative/regulatory issues. Much of the site's content will be original, although select
evergreen features will be transplanted from the print book.
For a complete run-down of editorial contact information, visit http://www.aftermarketbusiness.com/contacts.asp .
Senior editor Mike Willins is the first line of defense for trend stories, breaking news and exclusive offers ( [email protected]
). Managing editor Christina Shutovich is your best bet for product announcements ( [email protected] ).
Pitch Tips
In the end, the magazine's content largely revolves around basic retailing concepts. A recent survey revealed readers are extra hungry for advice about aftermarket store
operations and merchandising. As such, editors plan to ramp up coverage of topics such as interactive counter displays, kiosks, premium brand positioning, lighting, sound and
behavioral issues like "what attracts do-it-yourselfers?"
Store layout is definitely another high-performance topic. "A lot hinges on where you position certain products," says Willins. "For example, in grocery stores, staples like
milk and bread are always in the back to pull you through. In an auto parts store, oil is usually in the back because it's one of the most commonly purchased items. So as people
are walking back to get it, they see all the other stuff they might want to buy."
Industry executives are occasionally featured in Q&A interviews (case in point: a recent bit with GloPex exec Tom Kress on the Internet's impact on the aftermarket
industry) provided they don't end up being overly self-promotional.
E-mail is the best means of contact. If you're pitching a feature idea, situational photos will help your case.
"Don't send a product shot of brakes, send me a picture of someone installing them," Willins says.
Headshots are imperative for executive interviews. Send photos electronically as tiffs, jpegs or eps files, 300 dpi. If the file's big, mail it on a CD-ROM, not on a zip
disk. "We don't want the hassle of having to return a zip drive," Willins says.
Comments
Getting ink in Aftermarket Business often is a matter of wedging yourself in with the right angle. "For example, we want to do something about Dale Earnhardt, but
keeping in mind who our readers are," Willins says. "Maybe in our case, it'll be a piece about how the death of a sports figure of that magnitude impacts sponsors. What are
Earnhardt's sponsors like BF Goodwrench and NAPA going to do from here on out?"
Not surprisingly, the magazine's readership is predominantly male - although an increasing amount of coverage is now dedicated to the art of marketing to female customers.
"A lot more women are bringing in their vehicles for service these days," Willins says. And turbo-sized SUVs have paved the way for a whole new crop of ancillary auto
supplies, like step stools to help shorter owners ascend into the driver's seat.
Anchoring its dominance in the aftermarket arena, the monthly magazine also publishes a Buyers' Guide in December, along with three show dailies at the annual AAIW (Automotive
Aftermarket Industry Week) show in Vegas. In yet another spin-off, the magazine soon will crank out world editions of its content for upcoming auto shows in Mexico and Paris.