30 Most Notable Launches of 2007


American Driver

American Driver is an automotive magazine for affluent car owners and enthusiasts. This magazine actually debuted as a region publication in 2004 under the name Texas Driver Magazine. The editors decided to take the same concept but make it bigger, better and bolder. American Driver focuses on high end luxury cars, which is its niche. But this magazine also does an excellent job of selling itself as an affluent lifestyle publication. That can be difficult to do in a category that has become more about eye candy than substantive content. American Driver bucks that trend by offering the best of both worlds. Each year dozens of car magazines hit the newsstand, all trying to carve out a place in a crowded market. American Driver, with its attention to detail, made quite a splash on newsstands in 2007, making it an easy choice as one of the top 30 launches of the year.


Timothy Miller

1) What do you consider the single most important achievement your magazine has accomplished in today's marketplace?

"American Driver" being mentioned first and in the same sentence with "Robb Report," "Cigar Aficionado," and "Automobile" magazines by an advertising media buyer.

2) Looking back, what was the most important hurdle you were able to overcome?

All the "no," "not interested" and "that'll never work" comments.

3) What was the biggest surprise?

The warm handshakes and bright smiles from the car owners, car collectors and automotive enthusiasts we meet from around the country and the eagerness with which they open up their homes, garages and businesses to our staff and readers.

4) What is the biggest challenge you are facing today?

Building and increasing the advertising, marketing and promotional value for our advertisers in creative, ground-breaking and measurable ways while also incorporating new, innovative ideas into our editorial mix.

5) Imagine you have a magic wand and you can strike the magazine and make it human? Describe that human being.

That human being would be Jay Leno - an affable, successful, entertaining and intelligent car nut.

6) The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?

Step One: Read as many magazines as you can in your neighborhood bookstore. Buy your top five favorites and determine your motivation for those purchases.
Step Two: Purchase and read Samir's "Guide to New Magazines."
Step Three: Read Samir's "Guide to New Magazines" five more times and then donate it to a college.
Step Four: Beg and borrow $2 to $6 million and call me in the morning.

7) Finish this sentence: In 2011, your magazine will be...

In 2011, "American Driver" will be the brand most requested, recognized and welcomed by those influential automotive enthusiasts enjoying the luxury lifestyle.