• Ad Age, Friday, November 10, 2006 12 PM

Car and Driver is out with its biggest redesign in decades, including the elimination of its trademark white cover border. But what it is really counting on is digital innovations to expand its audience. About 80% of the magazine's online visitors are not subscribers, but researching cars in preparation for a purchase.

While an enthusiast title might struggle to broaden its print audience without losing its hard-core devotees, a Web site can be all things to all people. Some print features have been moved to CarandDriver.com, including the bar graph that compared road-test vehicles against three competitors.

"We wanted more space in the magazine to be more graphically interesting," says Csaba Csere, editor in chief of Car and Driver, which is part of Hachette Filipacchi Media U.S. "And we hope we can drive more people to the Web."

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