Fortune 500: Front Runner Magazine | Christina Motley LLC

Very early in her career, Christina Motley worked for an agency team that created the FrontRunner as Advance Auto Parts’ employee magazine. The publication was launched to executives and team members at a black-tie kick off party.

Many years later, Christina Motley’s path came across FrontRunner again. Only this time, it was as the Editorial Director to raise the bar by revamping the publication and giving it a new, modern edge.

The goal was to increase employee readership and engagement across all levels of the enterprise. We began with extensive market research, including surveys through focus groups, informal questioning, executive interviews and  a third-party internal communications audit. We  reviewed peer publications and established a cross-functional Editorial Advisory Board for guidance and improved ownership across business functions. We redesigned the magazine, overhauled the content, created an editorial schedule and began mailing publication to team members’ homes. Better yet, we didn’t increase the budget and the results were phenomenal. Not to mention, the FrontRunner won multiple awards and national attention.

We increased readership by 40%, received  more than 150 daily emails from team members praising the publication, saw marked improvements in team member contributions and engagement and even received a  “Wow!” from then Chairman and CEO, Mike Coppola. 

ABOUT ADVANCE AUTO PARTS:  Headquartered in Roanoke, Va., Advance Auto Parts, Inc., a leading automotive aftermarket retailer of parts, accessories, batteries, and maintenance items, in the United States, serves both the do-it-yourself and professional installer markets.  As of April 19, 2013, the Company operated 3,969 stores in 39 states, Puerto Rico, and the Virgin Islands.  Additional information about the Company, employment opportunities, customer services, and online shopping for parts, accessories and other offerings can be found on the Company’s website at