Theory and Practical Editions

Published quarterly, 1,825,000 copies of FirstCar Theory and FirstCar Practical editions are printed each year and distributed directly into the hands of every new driver via the 120 theory test centres and 330 driving test centres nationwide. As part of the formal test process, the learner driver is handed a copy of the magazine from the test centre staff when receiving their results – pass or fail.

Launched in 2012 in partnership with the Driver and Vehicle Standards Agency (DVSA), the reach of these editions is unrivalled – every new driver in the UK will receive a copy of each edition at these two key milestones in their journey to independent driving. Building on the success of the print titles, which are paid for by advertising, we work with road safety teams across the country to insert local and regional information, advice and signposting into these magazines. At present, over a quarter have regionalised inserts that signpost new drivers to local websites, social media, events, post-test training, campaign resources and more.

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READER FEEDBACK:

  • 89% have learnt something new from FirstCar Theory

  • 88% believe they are now a safer driver

  • 93% will adapt their driving behaviour to be safer

  • 95% feel they have received valuable information

  • 81% will share this information with others
    (Source FirstCar reader survey March 2019. Sample size 1,041)

Have a flick through!

THE OPPORTUNITY:

  • Cover logo
    Brand awareness, signposting to website/social media etc and “see insert”.

  • Four-page centrefold insert
    We design this in close collaboration to focus on your local road safety messages and signpost to local resources, campaigns and events.

VOLUME-BASED PRICING:

  • > 5,000 @ 50p each

  • 5,001 to 10,000 @ 40p each

  • 10,001 to 25,000 @ 30p each

  • 25,001+ @ 30p each