Honda offers dealers customised magazine

Dream, which is published by River Publishing and printed by St Ives, now offers each dealership a customisable four- or six-page cover section via St Ives' Connected Thinking business.

Eight dealers have taken up the pilot, choosing images and uploading their own welcome letter and local news stories via a web interface, as well as choosing a regionalised outside back cover ad.

The first issue of the 20pp 240x180mm magazine had a print run of 14,000 and was printed on recycled stock and distributed in July.

Honda’s marketing communications executive Liz Bojarczuk said: "We hope to create a marketing tool that will introduce new and unique content to dealerships, while also building brand advocacy and extending the customer experience once they leave the dealership - it's a really exciting step forward."

The company is now looking at rolling out the versioned magazine on a regular basis from next year.