Auto Trader creates first digital cover wrap to mark last print edition

Auto Trader has created its first digital video cover wrap to mark its last ever print magazine.

The limited edition will feature a screen showing video content celebrating the brand’s 36-year heritage.

There are 250 of the “collector’s” edition in circulation and feature image-recognition technology Blippar in the cover so readers can use their smartphones to unlock the video content.

The final magazines will also include a front cover pull-out poster featuring the most iconic cars from the past five decades, voted for by its audience. The cover car, the Jaguar F-Type, received over 45,000 votes alone as Auto Trader fans chose it as the most iconic car.

Trader Media Group (TMG), publisher of titles Auto Trader and Van Trader, revealed its plans to adopt a digital-first strategy and close its print production after monitoring a steady decline in print readers and a surge in online users.

Its print circulation dropped from a peak of 368,000 in January 2000 to 27,000 in March 2013, while its website now has more than 11m monthly unique users, and over 3.5m mobile users.

Auto Trader’s group consumer marketing director Jonathan Williams previously told The Drum that it is committing its “biggest ever” marketing budget to support its transition to a digital-only business, and is planning to launch transactional mobile products.

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