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RazsoR
RAZSOR provides car dealers with manageable 
digital marketing packages created specifically 
for the automotive industry. Built on extensive 
consumer, dealer and competitor research, 
RAZSOR websites help dealers convert leads and 
increase sales by providing greater stock visibility 
across search engines. This joined-up thinking  
is powered by Auto Trader and works alongside 
the dealer’s presence on AutoTrader.co.uk.
Mobile
The Auto Trader Mobile audience grew by 114% in 
the 2010 calendar year and now stands at just over  
1.1 million users. Our mobile products have won  
nine awards globally, including the Association of  
Online Publishers (”AOP”) Best Use of Mobile (2010), 
while our iPhone app has now been downloaded more 
than a million times. Growth continues as we develop 
products to meet emerging mobile and tablet platforms.
1.14m 
unique users 
1.2m 
iPhone app 
downloads 
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From...
Simple print used car classifieds
• 
Brand associated with magazines
• 
Telesales consumer advertising
• 
...by empowering our 
Consumers
To...
Automotive search with all the tools  
• 
you need to buy or sell a car quickly  
and with confidence
New and Used vehicles, anywhere,  
• 
anytime
Top 10 digital brand
• 
Self-service consumer advertising
• 
Rich  
search
We recognise that today’s 
consumers expect choice, quality 
and the latest technology as they 
buy and sell vehicles. That’s why  
we are constantly innovating and 
growing our market-leading brands 
to provide the simplest and most 
effective user-friendly platforms.
Share with  
your social  
network
Leading the way...
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To...
Rich digital classified and display  
• 
advertising – with multiple opportunities  
to differentiate your advert and tools  
to help you run your dealership
Dealer-managed content collection, 
• 
providing control, flexibility and 
responsiveness
Subscription based revenue
• 
Real time reporting on advert performance
• 
...and our
Dealers
From...
Used car classifieds and  
• 
display advertising
Field serviced content
• 
Week-by-week selling
• 
Little transparency on  
• 
advert performance
We spend a lot of time asking our 
dealers exactly what will make their 
jobs easier. The result is a suite of 
dedicated products and services that 
provides the right tools for every job 
while demonstrating a consistently 
powerful return on investment.
The Pulse Report 
provides insight into  
a dealer’s business, and 
when used correctly 
allows us to engage the 
client in a conversation 
which he or she feels  
is relevant to them, not 
just another sales call 
Andy Smith  
National Sales Manager
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Our group at a glance 
see page 02
What’s driving the market 
see page 04
How we’re sustaining our market leadership 
see page 06
How our  
business works... 
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Annual report and financial statements Trader Media Group 
|
2011
O
v
e
r
v
i
e
w
How we 
performed
Financial highlights
Revenue (continuing operations) 
The group’s revenue has grown 7% over last 
year. While the structural decline in publishing 
continues, digital revenues have grown through 
both existing and new product channels.
Operational highlights
Trader Digital revenue
Trader Digital has seen revenue growth of 24% 
of which £12.3m has come from new products.
Covenant net debt (defined on page 10) 
Operating cash conversion (net cash generated 
from operations over EBITDA) remained strong 
and grew to 103% (2010: 89%). External net 
debt continued to fall with a £94.5 million 
reduction through the year with the group also 
benefitting from a reduction in debt service costs.
EBITDA (continuing operations) 
EBITDA has grown by 16% year-on-year.  
With costs broadly flat on last year, this  
revenue growth has driven a strong increase  
in profitability.
Stock of cars (on website at the year end) 
The group has also grown the stock of vehicles 
held on AutoTrader.co.uk at the year end,  
up 9% over last year following the UK 
economy’s recovery.
£131.5m  
2011 group EBITDA
£m
265.0
2009
243.4
2010
261.6
2011
UK
Overseas
‘000
318
2009
344
2010
374
2011
+7%
130.3
2009
140.3
2010
173.6
2011
£m
+24%
+16%
£m
114.6
2009
113.3
2010
131.5
2011
£m
660.4
2009
605.7
2010
511.2
2011
-16%
+9%
UK
Overseas
01
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Annual report and financial statements Trader Media Group 
|
2011
02
O
v
e
r
v
i
e
w
Trader Publishing
-19%
Trader International
-9%
Trader Digital
24%
With revenue growth of 24% over the previous year 
and accounting for two thirds of TMG’s revenues, 
Trader Digital continues to drive the business forward. 
It provides classified automotive advertising online, 
principally through the AutoTrader.co.uk website and 
other internet services for automotive dealers and 
manufacturers.
Trader Publishing provides classified automotive 
advertising principally in GB magazine titles. The 
migration of such advertising online continues to impact 
the division’s revenues. This is managed by continuing to 
offer market-leading publications while increasing the 
array of online routes to market for our national titles. 
These include: Bike Trader, Farmers’ Trader, Truck Trader, 
Plant Trader, and Motorhome and Caravan Trader.
Trader International provides automotive classified 
advertising online and in magazines in Northern 
Ireland, the Republic of Ireland, Italy and South Africa. 
A growing market in South Africa is offset by the 
decline in Irish and Italian revenues – areas more deeply 
affected by the recession than our other markets. This 
leaves the division’s revenues down 9% year-on-year.
At a glance
Our divisions
The three core divisions of Trader 
Media Group (TMG) reflect the 
natural segmentation of our market 
and the specific drivers that move it.
130.3
2009
140.3
2010
173.6
2011
£m
84.8
2009
57.7
2010
46.6
2011
£m
49.9
2009
45.4
2010
41.4
2011
£m
Revenue
Revenue
Revenue
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Annual report and financial statements Trader Media Group 
|
2011
03
90%
of UK
dealers do business  
with us, many through 
Dealer Portal
Our markets
Our strategy
For more about our strategy  
see page 08
For more about our markets  
see page 04
Annual report and financial statements Trader Media Group 
|
2011
04
What’s driving 
the market
Digital performance has been phenomenal  
– we have continued to take advantage of the 
opportunities to move into exciting new market 
segments like mobile digital marketing and new car
Tim Peake
Group Director – Strategy and Commercial Planning
TMG monitors a number of leading indicators 
to help it track what is happening in the 
marketplace. The graphs in this section 
illustrate some of the key trends in the new 
and user car market.
(
£
m
)
0
100
200
300
400
500
600
700
2000 2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011f 2012f 2013f
31.5
26.5
21.5
16.5
11.5
6.5
1.5
-3.5
9%
7%
5%
3%
1%
-1%
2
0
1
2
f
2
0
1
0
f
2
0
0
8
2
0
0
6
2
0
0
4
2
0
0
2
2
0
0
0
1
9
9
8
1
9
9
6
1
9
9
4
1
9
9
2
1
9
9
0
1
9
8
8
1
9
8
6
1
9
8
4
1
9
8
2
N
u
m
b
e
r
o
f
c
a
r
s
(
m
)
UK Car Parc
o
v
e
r
v
i
e
w
Car Parc
YoY%
Source: SMMT and TMG analysis
Classified spending
Print Classifieds
Digital Marketing
online Classifieds
Mobile Classifieds
Source: Aquate 2010/2011
6.7m  
used cars traded  
annually in the UK
Annual report and financial statements Trader Media Group 
|
2011
05
59%
of 2010 classifieds spend 
via on-line channels 
compared to 44% in 2008
Dealer numbers have declined in this 
highly competitive market. Seeking to 
reduce costs, they have become more 
targeted in their advertising approach 
which has impacted the media 
landscape considerably. The new trend 
is towards more trackable and cost  
effective online alternatives.
Source: Enders 
The combination of flat used and 
new sales has a compounded effect 
on total transactions as the market 
experiences only marginal growth 
in 2010.
Source: DVLA (used) and SMMT (new)
Car transactions by year
Used car 
transactions
New car 
transactions
The recession impacted the used 
car market 2007-2009, leading  
to predictions of limited growth 
hampered by the shortage of  
quality 0-3 year old cars.
Source: Sewells/Trend Tracker
2012f
8,870
-2.3%
2008
2007
2009
2010
2011f
9,185
9,080
9,300
9,445
9,560
2007 2008
8.9m
8.7m
8.7m
8.7m
9.2m
9.9m
2009 2010 2011f 2012f
Dealer numbers forecast
Used car transactions forecast
Annual report and financial statements Trader Media Group 
|
2011
06
O
v
e
r
v
i
e
w
How we’re 
sustaining our 
market leadership
Our company 
High quality  
and market leading
Undisputed market leader  
in automotive industry 
Innovator in digital media 
and mobile channels – top 
10 online brand in UK 
The most visited motoring 
web site in the UK
Our fundamentals 
Solid financials with  
upside potential
Solid EBITDA margin 
improvement through 
digital migration
Increasing profitability  
and cash generation
Strong debt management 
strategy
Overview
The strength of the 
Auto Trader brand, 
continued investment 
in new products plus  
a clear focus to provide 
customers with value 
for money continues to 
position the company 
as the market leader in 
its field.
87%
Auto Trader UK
Bluecycle
MSN Cars UK
Parkers
Source: Hitwise, March 2011
Share of page views  
of the Top 4 Automotive  
classified sites 
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