Dennis launches digital iMotor title in footsteps of Monkey and iGizmo

Dennis already publishes print motoring titles Auto Express, evo and Octane and intends iMotor to tap into these offerings. The title will feature a mix of news on "aspirational cars" and other developments in the motoring world.

Other features include test-drive videos, reader interaction and exclusive first looks at cars.
Bruce Sandell, managing director of Dennis' lifestyle division, said there will be a focus on "humorous content" in iMotor.

The digital magazine will target ABC1 men, aged above 30, particularly "those guys that dip in and out" of the automotive press, according to Sandell.

Its launch will be supported by a marketing campaign, which starts at the British International Motor Show in July. Dennis claims to have a database of 1.5 million men to which it can market the title.

The publisher says that the technology behind iMotor means it can offer advertisers "rich media solutions" with "huge creative possibilities".

Dennis launched iGizmo in February this year. The gadget title  features a mix of video and text-based content reviewing and demonstrating products targeted at ABC1 men aged between 25 and 45.

Monkey, which launched in November 2006, is due to hit profit by the end of the year, according to Dennis. Its first ABC figure, released in January 2007, stood at more than 200,000, and it recorded 270,000-plus in May this year.