November 13, 2014
Case Study: AutoTrader motors into its new Manchester digital playground
Even in the context of a rapidly declining print market, the decision to end AutoTrader’s 37-year history as a printed magazine was not an easy one to take. At its height, Auto Trader had a circulation of 368,000, but in June 2013 the final printed copy rolled off the presses and the business began its new incarnation as a purely digital platform. Of course, this transformation was a long time in the making and had actually begun ten years earlier. By the time the print room lights went out, all of Auto Trader’s revenues had not only migrated online, but experienced significant growth too. It is Auto Trader’s growth during this process of transformation that is considered so unique in the publishing world and is proof that the business’ aspiration to be at the forefront of the digital marketplace is not just a wide-eyed intention. The website boasts 11.5million unique users, carrying out more than 140 million searches across mobile, table and desktop devices and the business is set to launch an extensive TV advertising campaign on boxing day.
November 5, 2014
Why isn’t the UK Government acting to curb the scandal of fake furniture?
by Tony Ash • Comment, Furniture, Workplace design
The real thing
If you’ve watched a DVD recently, it probably started with an advert highlighting that ‘you wouldn’t steal a handbag, so why would you steal a DVD?’ The point it’s making is that it’s unacceptable to buy poor quality copies of DVDs. They’re fake products and there’s a stigma attached to them, in the same way there’s a stigma attached to buying a fake watch, handbag or a forged piece of art. That’s how things should work, but this isn’t yet the case for fake furniture in the UK. And the reason for this is government inaction that is not only allowing a market for poorer quality replicas of iconic designs to exist, but to thrive. In April 2013 the UK government passed the Enterprise and Regulatory Reform Act, a section of which closed a loophole in British intellectual property law. Under the new regulations, artistic designs for products such as furniture would be protected for up to 70 years after the designer’s death. Before the Act was passed, if more than 50 copies of a design were made, it was considered to be mass produced and was subject to only 25 years’ protection.
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