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Land Rover of North America apparently will be the first car company to eliminate product brochures found at dealerships.

Instead, the high-end sport-utility vehicle importer will put that product information in a new lifestyle magazine called The Land Rover Journal, to launch in mid-October.

Other automakers, including Mercedes-Benz of North America and Saab Cars USA, have similar lifestyle publications for their owners. But they still have dealership brochures.

"It's the first time a car manufacturer isn't doing a brochure," said Tom Coyne, whose Coyne Communications, Morristown, N.J., produced The Land Rover Journal.

The magazine will cost the same to produce as the four brochures it replaces.

The only ads in Rover's premiere 96-page edition are for Land Rover vehicles and its branded gear, said Christopher Marchand, product manager for Range Rover. Rover's branded gear is expanding from outdoor goods to tweed sports jackets and pricey slacks.

Rover doesn't plan to sell ad space but may "invite" other high-end product makers to appear in the publication, Mr. Coyne said. Among the possibilities are its parent, BMW, and its event partners, such as retailler Holland & Holland.

The twice-yearly publication is targeted to three key users: dealers, current owners and "hand-raisers," or consumers seeking more information via Rover's toll-free phone number or Web site (

Dealers must pay an undisclosed amount for the publications, but Rover will subsidize part of the program, Mr. Marchand said.

Coyne Communications previously created Rover's brochures and still handles its point-of-purchase materials and events.

For The Land Rover Journal, Coyne hired writers for stories about fly-fishing in Chile's Patagonia, Rover's off-road school in Vermont, Holland & Holland's English shotguns and Rover's 50th anniversary in 1998. Customer letters also will be published.

"We're looking for feedback," Mr. Marchand said. "We want to make this a living, breathing document."

Current Rover owners will be among those receiving the 250,000 copies of the magazine's debut edition as a "loyalty information piece," said Mr. Coyne. However, owners must send in a response card to continue receiving free editions of the magazine.

Auto consultant John Bulcroft said this marks the first time a carmaker has gone without brochures.

"They're the first to do away with catalogs completely," said Mr. Bulcroft, president of Advisory Group. Rover has a good plan, he added, comparing it to Lands' End, which integrates stories into its catalogs. Rover seems to be combining its product catalogs with an owner loyalty program, Mr. Bulcroft added.

Loyalty programs are getting more attention from carmakers these days because it's cheaper to keep existing customers than attract new ones.

Mr. Bulcroft warned of potential pitfalls for Rover, however.

"A major problem is feeding the maw of stories and articles," he said. "They have to avoid the temptation to put in corporate pap and offer articles people

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