Driving engagement for the BARC | Clients

The British Automobile Racing Club challenged Dialogue to relaunch their bi-monthly membership magazine to re-establish the title as a valuable members benefit.

We were also asked to create an annual season review and a calendar to further enhance the printed membership offering.

The members magazine needed a redesign to appeal to a broader age range and attract new members to the club, as well as making it a more attractive prospect for advertisers. Content needed to incorporate coverage of the many championships the BARC runs that the members take part in, while also including more general motorsport features to appeal to enthusiast members.

The remit

Design
Editorial
Advertising

Dialogue introduced a more modern design. The content was reordered for a better structure and pace, and the designs and page furniture were revamped to distinguish between sections. The magazine also became perfect bound and was up-weighted for a more premium feel.

The members magazine has continued to evolve, becoming a longer, quarterly publication, then enjoying a substantial redesign to introduce a bolder font and emphasising large images with aggressive crops to give a sense of speed. The magazine has continued to evolve to ensure excellent engagement and is now called APEX, presenting a modern and bold look for a passionate audience.

In the most recent reader survey, 93.9% of readers said they read all or most of the magazine, while both the design and content achieved an average of 8 out of 10.

Client's thoughts

The BARC members magazine is an essential member benefit where we showcase and celebrate our members and their achievements on track, as well as the marshals and officials who make it all possible”

Chris Ashby
BARC