Following their reacquisition of RACER Magazine and Racer.com, automotive media and marketing veterans Paul Pfanner and Bill Sparks have already placed their imprint onto the 20th Anniversary issue of RACER, scheduled for May 2012. The most identifiable mark in the ongoing evolution of the publication – dubbed "RACER 3.0" – is the debut of the new logo.
"One of our primary missions is to convey the emotional mindset of being a racer," declared Pfanner. "We want RACER to deliver a sense that you 'belong to racing' if you read the magazine either in print or digitally or visit Racer.com. The audience we are targeting are 'participants,' and by that we mean people who are actively engaged in the sport, from those who buy tickets to those who race."
On the logo change, Pfanner added that it is a goal to "add new meaning and energy to the brand. Many automotive manufacturers have a motorsports or high performance brand with 'R' being one of the most popular," he stated. "By highlighting the 'R' we will leverage the relevance and passion of the sport with a simple, powerful brand mark honoring our past while looking forward."
"It's important we articulate RACER as representing the culture of motorsports," noted David Malsher, Editor of RACER. "For all true racers and enthusiasts, the thing that excites us the most is what comes next. The duty of our magazine is to offer a view into the racing community that no one else can deliver. Based on our manifold affiliations, our regular columnists such as Helio Castroneves, and articles written this month by guest contributors such as Dario Franchitti, Gil de Ferran and Niki Lauda, we intend to provide an exclusive voice in print and online."
"Every issue going forward will be themed, with the May 20th Anniversary issue focusing on 'Game Changers,'" added RACER Editor-in-Chief Laurence Foster. "It features the revolutionary NISSAN-powered DeltaWing Le Mans challenger on the cover taken by renowned photographer and director Rick Graves."
Pfanner and Sparks also have committed to increasing circulation of the monthly magazine along with bonus distribution at special events including the Toyota Grand Prix of Long Beach. "Our purpose is to reestablish the authenticity of RACER," added Pfanner, "and we'll do the same for Racer.com in its move to become more reflective of racing's vibrant culture and heritage while building on its excellent news-gathering and opinion-leading editorial content."
RACER parent Racer Media & Marketing is a custom publishing, video production, brand marketing and content company. It also performs design work for a variety of clients. Subscriptions to RACER magazine are available at Racer.com. You can follow RACER on Facebook, Twitter and YouTube.