How Source Interlink Media Revved Up Audiences
Source Interlink Media, which publishes 70 titles and 90 websites for enthusiast markets including technology, sports, marine and automotive, embarked on an ambitious effort this fall to educate automobile collectors about public policy affecting their market. Themed issues across all titles in the company's performance automotive group explored equipment, safety and emissions standards currently under consideration on the state and federal level, how they will affect specific niche hobbies and what readers can do to influence them.
"The people who love muscle cars, hot rods, street rods, tuners, replicas, off road trucks, and many other varieties of automotive pursuits are as diverse as the country in which we live. We must work to protect our automotive passions from unnecessary, unfair, or well-intentioned but poorly written laws and regulations," Rick Rollins, board chairman of trade association SEMA (which is working in partnership with Source Media on a lobbying initiative, "Lobby For the Hobby," through the SEMA Action Network), says in a Source Media press release.
For Source Interlink Media, the effort provides another way to connect with its loyal readership base and promote the value of its brands. Publishing Executive Inbox interviewed Doug Evans, senior vice president of Source Interlink Media, on the publisher's decision to pursue the project.
INBOX: How does this themed issue project fit into Source Media's efforts to serve enthusiast audiences?
DOUG EVANS: Source is the largest special interest publisher in the world for automotive enthusiasts. The Lobby for the Hobby theme serves the most vital interests of our readership because there is legislation being drafted daily that threatens enthusiasts ability to enjoy their vehicles and their hobby. From bills closing millions of acres public lands to off road use, to laws that would allow authorities to tow away and crush a vintage vehicle being restored, the threats are real and happening in every state and on a Federal basis.