Monty has become an iconic figure in the Mini scene after joining MiniWorld back in 1996. At the helm for an impressive 14 years, he fought a running sales battle against new upstart magazine, Mini Magazine.
Under his leadership MiniWorld became even closer to the scene, sponsoring and organising a number of runs and events, as well as speaking up for the classic Mini scene to new brand owners, BMW, about some of its actions towards Mini-related businesses. He was famously involved in arranging the apology given to Mini club presidents by MINI/BMW at the 50th Anniversary IMM at Longbridge in 2009.
While there is no confirmation of a sale of MiniWorld Magazine yet, it is thought that a sale to Kent publisher, Kelsey Publishing, is likely to go through by the end of 2010.
Monty will continue to contribute to MiniWorld in a freelance capacity.
What does this mean for MiniWorld?
Well it should be no surprise to most people to know that the Mini scene is declining. Maybe not spiritually, but as far as buying magazines go, it's not the rosy picture is was 11 or 12 years ago when the Mini was still in production.
The end of production has now put the both printed Mini publications in a predicament where there is little new information coming to light about the classic Mini. With the internet, mobile communication and social networking all blossoming what information that is out there can be delivered in an instant rather than them having to wait for four weeks and part with an ever increasing amount of money.
Put bluntly, sales are falling and cost are growing, and inevitably there comes a point where it is not economical to produce such publications. Is this the case at MiniWorld, or even across IPC's niche mags?
MiniWorld looks to have been heavily supported in its promotional activity, but any sale will throw any future plans into doubt. If anyone can afford to support such a niche magazine, it's a company like IPC, and with the likelihood that the magazine will be sold to a smaller publisher will put that financial support under a lot more scrutiny before every penny is spent. I would even speculate that MiniWorld has punched above its weight considering its estimated incomings and outgoings, but it will most certainly have to tighten its belt again now.
It's too early to say exactly what any sale will do to MiniWorld, but make no mistake, this is likely to be a detrimental move for the magazine and Mini owners, whether you like the magazine or not.
At least Monty is wearing a cool mini shirt. He has been a good friend to dooderwear.com since we came on the scene. Thanks Monty.
Dean Wilhite
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