Dear Mr/Mrs Publisher.
Why aren’t there any dedicated motoring magazines for women?
See the typical magazine titles if you don’t believe me; look at the colours, the cover cars and the headings… they’re SO obviously for men.
And yes I realise that most female magazines don’t carry much about motoring either which is surely another reason to think about this surely… They don’t include cars or other motoring matters for women, presumably because most of us prefer to read about beauty, health, celebrities, cooking and so on.
I also realise that it’s a gender thing. Traditional men are more likely to be petrolheads than us (with some notable exceptions, no offence intended) and they are more turned on by performance cars, gadgets and mechanical matters.
Whereas traditional women are more likely to look at practicalities like whether the car is fit for purpose, its safety and reliability record as well as how much it costs to buy and run, the onboard space and its environmental credentials. Then there’s the brand, looks, colour and accessories of course. This is a big homework job to do before you can be sure you’ve bought the right car. Remember that you immediately narrow your choices when you step into a new car showroom; good sales staff will do all they can to sell you a car they’ve got, not suggest one they don’t have but which might be better for you.
But the most important fact is that 80% of all consumer goods decisions involve women nowadays and we instigate some 60% of car sales and probably influence other ones our family and friends buy. AND we’re getting wealthier, more independent and definitely more discerning.
So if women want to buy cars AND it’s clearly a tough job to choose the right one let alone negotiate a fair deal AND most magazines are writing about cars from a male perspective AND ordinary women like me can write about cars and motoring matters without having to be racing drivers or Top Gear fashion accessories … what’s the real problem here Mr/Mrs Publisher?
Knowing the business case, wouldn’t a magazine or motoring section for women be supported by the likes of the Society of Motor Manufacturers and Traders (SMMT) and likely to attract manufacturer advertising? Many car companies are using Mumsnet and similar hi-density female websites yet Mumsnet readers aren’t there to buy a new car, nor are they daft enough to say ‘A new Ford, what a good idea, I must buy one now.’
Surely females considering their next big item new or used car purchase would buy a Magazine that was dedicated to helping them choose a car that was right for them. A Magazine with down to earth reviews and feedback from females rather than macho technospeak? And couldn’t they be interested in other motoring matters too, such as how to negotiate the best deal, find a female friendly car dealership or measurably good garage and compare the best insurance deals for women. And perhaps this could include content about what to do with your car in terms of days out, leisure and travel activities?
If this exists already Mr/Mrs Publisher, please tell me and I’ll subscribe to it. If it doesn’t, I think you are missing a trick here and women drivers are the worse off for it.
FOXY Steph
