Seeking to tap into the endless opinions of car enthusiasts, and to heighten awareness of the redesign of its magazine and Web site,
Car And Driver has created the first media company network
that will implement and measure word-of-mouth programs for its advertisers.
Called "The First Drivers Club," the network invites Car
and Driver readers to register and participate in an online community, created by the Boston word-of-mouth agency BzzAgent and designed by interactive promotional firm Renegade Marketing Group.
After joining, members receive a welcome kit containing basic program information, surveys, invitations to preview products, and the opportunity to provide feedback to advertisers.
"This is
something that we've been hearing about from our readers for years, but we really haven't had an appropriate forum like this," says Zvia Herrmann, vice president of marketing for Hachette Filipacchi
Media's Automotive Group, the magazine's publisher.
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"It provides an editorial component for our editors to reach out and give [readers] exclusive content," says Herrmann. "It opens up new
channels of communication for readers, and it creates an additional advertising platform," on top of the brand's print, online and radio presence.
Members who are invited to test products will
be expected to write and submit reports about the quality of the product--and the response of others when exposed to it, Herrmann adds. Every report will be read and will remain confidential. Reports
will not be shared with the community at large, although in the future, there are hopes to open up the site to blogs, instant messaging and other community conversation options.
"There are a lot
of old-media companies trying to figure out ways to transform themselves into new-media businesses, and here's a case where you're watching it happen," says BzzAgent CEO Dave Balter. "It's a new way
to engage with their consumers, who love to talk about their cars, while giving advertisers a direct line to engage them in conversation and get information offered, instead of taken."
Paid
circulation for Car And Driver for the first six months of 2006 was 1.3 million, according to the Audit Bureau of Circulations--down about 3% from the same period in 2005.