Publishers Daily chatted with CNET’s SVP and GM Mark Larkin and Kim Kyaw, the digital, CRM and social media manager for Jaguar Land Rover North America about Roadshow's appeal as a brand for both consumers and advertisers.

Publishers Daily: What was the inspiration behind the launch of Roadshow? Why an auto site?

ML: CNET has covered the role technology played in the auto world for years. The idea behind Roadshow was that technology was making such headway in cars for consumers and manufacturers, both for technology in the car and in research for purchasing decisions.

Roadshow was the combination of the best you get out of an auto enthusiast magazine and a destination that actually helps you make a purchasing decision.

It was evident that for our audience, miles per gallon and horsepower were important, but so is technology and whether or not the car will integrate seamlessly with their own digital footprint. We are acutely aware of our role in educating consumers when they get ready to spend their own money.

Publishers Daily: What is the partnership with Jaguar Land Rover?

ML: They’re an upfront partner of Roadshow, which says a lot about Jaguar’s dedication to technology as a differential for them. Marques manufacturers want to get in front of these engaged audiences making buying decisions in different ways compared to five to 10 years ago.

We’ll be running specific creative for each of the brands on their own rotation page, creating units for each model that the campaign leverages on desktop and mobile, with interactive elements to them.

KK: Consumers shopping for a vehicle no longer just look at the traditional sources for information but also seek info where they spend the most time such as social sites or sites that appeal to their interests.

The partnership allows us to reach CNET's consumers, who are interested and want to learn more about either a Jaguar or Land Rover vehicle. Our partnership consists of digital display and video advertising surrounding CNET's editorial and video in depth reviews.

Publishers Daily: What other future projects does Roadshow have in the works?

ML: As technology evolves, there will always be a need to educate consumers. Dynamic messaging for these marketers is perfect for the ongoing motive of technology in the automotive space. We also have more video executions down the line. We’re always looking for ways to diversify the brand and engage the audience.