A New Magazine for Chauffeurs?

Posted on May 9, 2008 by LCT Magazine

By Jim A. Luff

I recently became aware of the intention of a limousine operator to start a new magazine just for chauffeurs.  While there are many chauffeurs who might enjoy having their own magazine, the odds of survival would be slim to non-existent.

To begin with, a magazine like LCT has an annual subscription rate of $28.  That means each monthly magazine cost the subscriber $2.33.  If you look at the magazine and compare it to buying brochures or business cards for your business you know that each copy costs more than $2.33.  The survival of a magazine is based upon advertising revenues.  In the case of LCT, coachbuilders spend big bucks to be in the magazine with the hope that operators will of course by their cars.

I cannot imagine coachbuilders advertising in a magazine for chauffeurs as chauffeurs don’t buy limousines.  While it is a novel idea, it is not an original idea and in my 18 years in business, I have seen such efforts come and go as they simply cannot be sustained.  The audience is chauffeurs.  What could they buy?  Umbrellas?  Trench coats?  Suits?  Advertisers advertise to a focused potential audience.  Even is Thomas Brothers were to advertise Thomas Guides, a Thomas Guide is $10.  A typical magazine ad is over $1000 for a small ad.  They would need to sell more than 150 guides in a one month period to make any profit at all.  This means 1,800 new chauffeurs would have to enter the industry each year to have this kind of buying power.  That just ain’t going to happen folks.

My thoughts are, keep reading LCT Magazine.  Every chauffeur should aspire to eventually either move up into management or better yet, start your own limo company.  The articles in LCT provide an excellent platform for learning what it takes to run a successful livery company.  As the industry bible, it is all you need.  No need to reinvent the wheel when there is no buggy to put the wheel on when you are done.

Another thought is: If you decide to start a magazine, you should at least own a spell checker and grammatical checker if you do not have a good command of the English language.  Writing words such as “crys” and “rejoice” instead of “cries” and “rejoice” in a press release announcing your new magazine isn’t going to help obtain advertisers or readers!


View comments or post a comment on this story. (5 Comments)

More LCT Blog Blog Posts

October 1, 2012

Event Management

Don't let your guests down. Here are some things to think about before the event starts.

September 26, 2012

October LCT Mag Focuses On Customer Service

ISSUE PREVIEW: What does he think? What did she really say? Are you channeling your customers? In the October 2012 issue of LCT Magazine, you’ll get a complete primer on how to read and please your
September 26, 2012

Driverless Cars Legalized In California

With no need for people to operate vehicles, how can limo companies adapt to the new world of transportation?
September 26, 2012

Manners Still Matter On Social Media

It has never before been easier for businesses to share information, insight and intimacy with consumers; it has also never been easier to offend them. Read more to learn how to avoid a social media faux pas.
September 20, 2012

My First Encounter With The 2013 Lincoln MKT Town Car

On my trip to Chicago last week for the 2012 BusCon Expo, I had the pleasure of experiencing a new ride — the 2013 MKT Town Car.
See More

Facebook Comments ()

Comments (5)

Post a Comment



See More

See More

See More

See More

LCT Store

LCT Magazine - January 2017 $12.95 THE MONEY ISSUE COVER STORY: * Dashboard Helps Steer Company Finances * *
LCT Magazine - December 2016 $12.95 GLOBAL/INTERNATIONAL ISSUE COVER STORY: * The Coolest Operators on the Planet * *


Experience the three annual industry events for networking for business, showcasing vehicles and products, and getting the tools for success.

Read About Your Region

What’s Happening Near You?
Click on any state to see the latest industry news and events in that region.

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment



Work Truck Magazine

The number 1 resource for vocational truck fleets

Metro Magazine

Serving the bus and passenger rail industries for more than a century

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

Please sign in or register to .    Close