Print auto publication ends 25-year run

21 Apr 2017

Another print classified pub bites the dust.

AutoTrader in South Africa, which started as a print publication 25 years ago, announced today that it is dropping its magazine. In 2003, the magazine peaked at a staggering 684 pages; the company said on its website that, at one point, its printer told the publisher that it could not handle any more pages.

“After 25 years, we have successfully transitioned the business from print to digital,” CEO George Mienie said. “Our last-ever issue of the AutoTrade magazine hit the shelves [last month]. … As always, we have exciting product diversification, launches and marketing campaigns ahead of us.”

“The magazine was the start of our business and was the heart of the business for 15 years before the transition to digital started in 2008,” the company said in its announcement.

AutoTrader.co.za launched in 1998, and now generates more than 4.5 million visits a month. It currently lists almost 70,000 vehicles, and has both Android and IOS apps in addition to its website.

The South Africa AutoTrader company, The Car Trader (Pty) Ltd., is owned by its management team and three private investment companies: Stockdale Street, RMB Corvest, and Bopa Moruo. It competes heavily with Gumtree.co.za, owned by EBay, and with a number of other regional and national automotive sites.

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