Car magazine
that was able to
The story of the fall and rise of the
only car magazine in Central Asia.


One of our jobs was the relaunch and promotion of Avtoritet, an Uzbek car magazine. This publication came out in a circulation of about 3,000 copies and was produced by the local Orient group of companies. The magazine could be found in popular establishments in Tashkent.

The articles mainly covered local events and there was no unified style at all, so the owners wanted to breathe new life into it.

Initial data:

No bright and attractive content.

Lack of materials about what is happening in other countries.

No author's photos - most of them were taken from the Internet.

We had to transform the publication within a year, completely change the style and content. Avtoritet had to be brought to the world standard of automobile journalism.


Style and design.

We faced the task to create the new visual image of the magazine, change the content and form the material presentation. Before each issue, we conducted an audience analysis 一 to see how they reacted to the new content. The source of inspiration was TopGear UK.

This is what it looked like before the changes:

We changed the format of the magazine 一 the publication acquired the European standard of aspect ratio. The whole production process was under our control 一 from layout to printing. At each stage, we carried out internal control to achieve maximum quality.

Even the paper was changed - we made it thinner so that the magazine could be rolled up and taken with you.


The staff of the editorial office also underwent changes. New employees were needed who could turn Avtoritet into an interesting publication that had no analogues in Uzbekistan.

Avtoritet turned to the world tradition of automobile photography. For this purpose, we agreed on photo shoots with the deputy general director of the Porsche Club UAE, as well as the fan teams of the Jaguar, Chevrolet and Nissan brands.

GMC Yukon Denali

In addition, we collaborated with the Moscow Tesla Club, a community of vintage car enthusiasts in Almaty and the M.O.S.T. Museum of Cult Cars and their Mad Buckets community. Thanks to this we were able to take pictures with the cars of our partners, so in the magazine we replaced the stock photos with author's pictures.

The famous automotive photographers from TopGear UK, Mark Riccioni and George Williams, helped us to change the look of the magazine. Despite their busy schedule, they gave advice on retouching, consulted and talked about the intricacies of automotive photography.

The shoots were held in Dubai, Moscow and Almaty. Most of the photo shoots were done by the magazine team itself.

Backstage - Chevrolet Corvette


The first four issues of the revamped Avtoritet were experimental. The changes were made gradually 一 we collected feedback, read the feedback, and found out what content the audience liked best. We added something to each issue and removed something from the publication altogether. So, step by step, over the course of a year we built a clear concept of work, and the magazine acquired its own image.

We invented a new rubric, "The Insider," in which we talked about how we tested famous cars and what their owners say about them. We conducted test drives ourselves, so that we could fully convey our impressions to our readers. This made the edition unique 一 no one in Uzbekistan had done such photo shoots and "roasts" before us.

"Avtoritet News" layout

For another column, Avtoritet News, we came up with an interesting trick: we added a newsprint inset to the glossy magazine. It told about famous brands and their creators. The insert was designed in the style of vintage newspapers 一 it gave the effect of going back in time.

We approached each piece responsibly. For example, for the article about the first SUV, we made inquiries to newspaper archives in other countries. We interviewed people popular and important in the automotive industry.

Layout of magazine

The Avtoritet editorial board was located abroad 一 the articles were prepared by authors who had written for European publications. Thanks to this, the articles were a success, and the circulation sold out in a matter of days.

Our editorial staff published a total of five issues, from the fourth to the ninth. The ninth issue of Avtoritet, unfortunately, was never printed because of the pandemic. It was the one we dedicated to Porsche. There were three covers 一 with allegories of humanity's fear of Covid-19.

The social media of the publication also changed. Thanks to this, the number of subscribers increased and the ER (Engagement Rate) grew.

Social media post design


The customer appreciated the work done.

We changed everything: the approach, the format, the pitch, the content. It took us the whole year. The work was very complicated and painstaking. It took three months to create one issue, Avtoritet came out once a quarter.

The main results:

  • Circulation grew to 5,000 copies.
  • The audience grew by 33%.
  • The publication broke even before printing in the last issue.

In the last issue we achieved the pre-press payback of the publication - a complete commercial success.

Svetlana Astakhova (Editor-in-Chief), Sergey Zabaluev (Art Director), Marat Aksanov (Content Manager) worked on the magazine.