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‘Car and Driver’ Speeds Word of Mouth for Advertisers

Car and Driver has launched a media company network designed to implement and measure word of mouth programs for its advertisers.

To heighten awareness of the redesign of its magazine and website, Car and Driver has launched The First Drivers Club, a network that invites Car and Driver readers to register and participate in an online community created by BzzAgent, writes MediaPost. Members of The First Drivers Club receive a welcome kit with basic program information, surveys, opportunities to preview products and the chance to provide feedback to advertisers.

The network’s purpose is two-fold: it provides an editorial component for editors to give readers exclusive content, and it provides an additional advertising platform in addition to the brand’s print, online and radio presence.

Members who accept the opportunity to test products must write and submit reports, both about the quality of the product and about the response to the product from the members’ peers.

Reports will not at first be available to the community at large, but in the future the club hopes to open up blogs, instant messaging and community conversation options.

Paid circulation for Car and Driver was 1.3 million, down about 3 percent, for the first six months of 2006 compared to the same period in 2005, according to the Audit Bureau of Circulations.