What Do You Read?

[Lew Ledyard]

Although it might offend some peoples' sensibilities, I think Playboy is a good choice. Magazines like Kitcar, and to a lesser extent Autoweek, will draw those that are enthusiasts and who for the most part have already heard of KMP. I would think that you would want to target not only those people that have not heard of KMP but also those that think of the term "kit car" as a negative term. A term that conjurs up visions of Bradly GTs, Lazer 917s and rebodied Fieros. Playbor, Forbes, Cigar Afficiando, DuPont Registry, Robb Report, cater to guys who want and do spend big $$ on big toys. Letting them know that not only are Cobras being made today, but they are being made so much better today than they were 30 years ago. Also to let people know that you do not need to no how to build a car to own one. Pay and play.

Furthermore, a color glossy ad in a fancy magazine really gives the impression that a company is a quality operation that takes itself seriously and has the resources to deliver a first class product. Some of these magazines even do off-topic articles and might do a review of the car, focusing more on the visceral impact rather than the technical stats as a regular car magazine would.

There is a big market out there that does not know about your product. I think that it goes (or at least could go) beyond the typical car magazine readership.