Car and Driver Launches Mobile Service Targeting In-Market Buyers
At the same time Car and Driver magazine is debuting its most extensive redesign in 20 years, the Hachette Filipacchi title is announcing plans to launch new mobile phone content that will deliver information to consumers planning to purchase new cars. The mobile initiative will also provide additional opportunities for the magazine’s advertisers.
Car and Driver Mobile, set to launch next month, will offer consumers automotive news, reviews, photo galleries and high-performance car images on wallpaper. The service will be free-of-charge and supported by advertising.
“People who are getting ready to make one of their biggest purchases want advice in order to make a solid decision, and they value the third-party, unbiased tests and reviews from Car and Driver editors,” says Jack Kliger, president and CEO, Hachette Filipacchi Media U.S. “Hachette invests millions of dollars in [the research and testing] area—more than any other automotive magazine brand—and now we can monetize this investment by serving a greatly expanded new audience through our various digital media.”
Car and Driver also is expanding its Web site, including new features in its Buyers Guide offering more opportunities for advertisers. CarandDriver.com will feature previously unpublished editors’ test sheets and actual recorded performance data from the road tests. The enhanced online Buyers Guide will offer shopping information including specs on more than 350 2007 vehicles with direct links to editors’ road tests and reviews. The Web site also includes audio podcasts of the weekly Car and Driver radio programs as well as special events. Car and Driver also has reached a licensing agreement with Yahoo Autos (www.Autos.Yahoo.com), which will carry branded content from the magazine and the Web site.