May 14th, 2007
eureka, the customer magazine produced by PSPRare Publishing for Kia Motors (UK), has been shortlisted by the Communicators in Business (CiB) Awards for the second year running.
The magazine, which was named best of class at the 2006 CiB Awards, winning the Gold award for best external publication, has been shortlisted for the Best design – magazine/news magazine category at the 2007 Awards. Launched by PSP in February 2005, eureka bucks the trend of most car manufacturer auto titles, providing a lifestyle magazine that centres on Kia’s smart thinking brand value. It unearths the best new ideas, innovations and thinking that encourages Kia customers to live life to the full.
In August 2006, eureka was evaluated by Millward Brown as part of the APA Advantage Study. It revealed that Kia has strong brand appeal and affinity – these measured as 66 per cent (brand appeal) against an automotive test study average of 55 per cent, and 57 per cent (brand affinity) against an automotive test study average of 44 per cent.
In the same study, customers regarded eureka as highly relevant, with 58 per cent – almost three out of five – respondents reporting that it is ‘very or quite relevant’, against an automotive norm of 56 per cent. Similarly, eureka performed highly in strengthening the appeal of Kia – 38 per cent of respondents said the magazine made Kia ‘much or a little more appealing’, against an automotive norm of 36 per cent.
A staggering 85 per cent of surveyed recipients said they had opened the most recent issue. Time spent reading also measured highly, with eureka scoring an average engagement time of around 32 minutes, well above the study average of 24 minutes.
Commenting on the title’s continuing success at the CiB awards, PSPRare Publishing’s managing director, Grahame Lake, said: “We were thrilled that eureka performed so strongly at the 2006 CiB awards, and it’s fantastic that the judges have commended the magazine again for its continued innovation and performance.”