Magazine article Folio: the Magazine for Magazine Management

Shining Up the Old Model T

Magazine article Folio: the Magazine for Magazine Management

Shining Up the Old Model T

Article excerpt

If Mobilia's growing circulation is any indication, the popularity of collecting old-car models and related memorabilia (or automobilia) is clearly on the rise. Started two years ago by publisher Eric Killorin, whose passion for old cars outpaced his interest in computers, Middlebury, Vermont-based Mobilia began as a newsletter with 150 subscribers. Today, the monthly is a glossy trade with a paid circulation of more than 7,500.

"Advertising has never been a problem," says Killorin, "because ours is probably the only title dealing with automobilia. Advertisers of collectibles can go to [Bennington, Vermont-based] Hemmings Motor News, but it is 800 pages of advertising serving collectors of the old cars themselves--not the memorabilia--and with no editorial." Another competitor is Iola, Wisconsin-based Old Cars Weekly, but that title also focuses solely on the cars.

Even so, Killorin and his staff of one (editor Tom Funk) decided it was time to upgrade Mobilia to make its own ads stand out more. Mobilia's evolution from a newsletter on buff-colored, uncoated stock has been achieved almost entirely on desktop. Pages are created in QuarkXPress, Adobe Photoshop 3.0 is used for the art, and photos are reproduced using two flatbed scanners--a Microtek scanner (ScanMaker IIXE) and a $3,000 Umax (PowerLook) that approximates the quality of a $25,000 drum scanner. Instead of sending photos out to a service bureau and paying someone to do silhouettes, the magazine handles that processing in-house. …

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