CASE STUDY: LTDA Taxi newspaper
A bit about LTDA
TAXI is the membership magazine for the Licensed Taxi Drivers’ Association and is circulated to 15,000 taxi drivers in London every fortnight. The LTDA is the definitive voice of, and for, London cab drivers and is responsible for ensuring best practice in the trade, making sure its members’ voices are heard and serving members with the back up and support they need.
TAXI is an unrivalled publication, which provides invaluable industry news, engaging and relevant editorial features and business advice for all its readers. TAXI is circulated at various prominent distribution points around the city with an estimated readership of over 36,000. Advertisers can be certain their message is being delivered to the heart of the industry, as well as benefitting from a reach that cannot be achieved in any other publication.
The brief for Taxi newspaper
LTDA required a publisher to take on Taxi newspaper, managing all aspects of advertising, design, print and production. We would work closely with the LTDA editorial department to produce a fortnightly publication on time, every time.
Our strategy and solutions
Century One began with a total design overhaul that remained sensitive to LTDA branding but produced a bright and engaging paper that readers could identify with, that would be an important source of information and retain its relevance to the everyday life of a London cabbie.
Our advertising sales team ensures advertisers can send a powerful message into the heart of the industry and in turn we have generated advertising revenues that have exceeded expectations. Our teams have fantastic relationships with advertisers such as London Taxi Company, KPM Mercedes Benz and Plan Insurance Services.
Team work and financial management
The Century One sales team work in harmony with our studio team in order to produce an outstanding market-leading publication that reflects readers’ needs and advertisers’ requirements. We also smoothly and efficiently handle an extensive and lively classified section, pre-press and print management.
We were also tasked with overhauling the financial management and reducing the inherited bad debt on the title; a process that we particularly excel at.
As part of our ongoing commitment to keeping TAXI at the forefront of London cabbie life we undertook a refresh to the design in Spring 2012. We started with a refocus on the fonts and colours and added a few subtle design tweaks including new column grid options. Our brief was simply to enhance the existing templates making them more readable and more vibrant. We consider a magazine design to be constantly evolving to reflect reader preferences, industry trends and integrate into new ways of consuming news media.
What do LTDA think?
“Century One are an excellent, professional and personable group of people. The redesign of TAXI magazine was implemented with great success, the magazine produced to very high standards and always distributed on time. We could hardly ask for anything more. “
Barry Hooper, Chief Executive, Licensed Taxi Drivers Association