Our story began in the 1970s when entrepreneur Shayne Hunter started publishing some of Australia's first photo-classified vehicle magazines. After selling his original magazine business (including Unique Cars, Deals on Wheels, and Trade-A-Boat) to Australian Consolidated Press in the mid-1980s, Shayne founded Just Magazines in 1989. His first new title was Just Bikes - a revolutionary photo-classified marketplace for motorcycles. Under the leadership of Shayne and later his son Ashley, the company expanded to include multiple specialized automotive publications: Just Cars, Just Bikes, Just 4x4s, Just Trucks, Just Parts and Just Heavy Equipment. Each became a market leader in its niche. Through strategic digital transformation and a commitment to specialized automotive communities, Just Auto has evolved from a kitchen-table business into one of Australia's largest privately owned publishing companies, while remaining family-owned for over three decades.
Origins: The Hunter Family Vision
In 1989, Shayne Hunter began publishing vehicle classified magazines that featured photographs alongside listings – an innovation inspired by London Motor Show catalogs. Operating initially from the Hunter family home in Victoria, the first issue of Just Bikes was assembled on their kitchen table as a true family effort. Within six months, the magazine had grown by almost 50% in page count, validating Shayne's photo-classified concept.
The business grew rapidly, moving to its first formal office in North Geelong in 1994. Shayne expanded the portfolio with Just Cars in the mid-1990s, focusing on collectible, classic, and enthusiast vehicles rather than everyday used cars. Both Just Bikes and Just Cars quickly became the leading publications in their respective categories.
A Legacy Continues
Following Shayne Hunter's unexpected passing in 1998, his 22-year-old son Ashley "Ash" Hunter stepped into leadership, determined to continue his father's vision. Under Ash's guidance, the company entered a new phase of growth, launching several new titles in the early 2000s: Just Trucks & Heavy Equipment (2001), Just Parts, and Just 4x4s.
By the late 2000s, the portfolio had expanded to five specialized publications, each a leader or strong contender in its niche. The Hunter family's understanding of automotive enthusiast audiences remained central to the company's success – maintaining the integrity and focus of each vertical rather than diluting them with unrelated content.
Digital Transformation
Around 2010, the company embraced digital transformation, launching the Just Auto Network of websites. For the first time, users could search and list vehicles and parts online at sites like justcars.com.au and justbikes.com.au. Strategic acquisitions followed, including Western Australia's Auto Trader group from Telstra/Sensis.
The mid-2010s saw a brand evolution, with the company repositioning from "Just Magazines" to "Just Auto Media" to reflect its multi-platform operations. Today, Just Auto Media continues as a dynamic family-run enterprise under Ash Hunter's leadership, successfully navigating the digital age while maintaining the passionate community focus established over three decades ago.
Timeline Highlights
- 1989: Just Magazines launches with first issue of Just Bikes published from the Hunter family home
- 1994: Business moves to first office in North Geelong as expansion drives need for larger facility
- 1997: Launch of Just Cars, focusing on classic and enthusiast vehicles
- 1998: Ashley Hunter assumes leadership at age 22 following father Shayne's passing
- 2001: Just Trucks & Heavy Equipment debuts, followed by Just Parts and Just 4x4s
- 2010: Digital expansion with launch of the Just Auto online network websites
- 2015: Company rebrands as Just Auto Media/Classifieds, positioning as multi-channel marketplace
- Present: Just Auto Media remains one of Australia's largest privately-owned automotive publishers with six specialized verticals
