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Car and Driver Magazine Turns Readers into Agents

Car and Driver magazine has launched a new word of mouth program to connect its readers with its advertisers. Called "The First Drivers Club," the program is designed to recruit consumers to participate in "buzz activities" for the magazine in exchange for access to new cars and products, which they will be asked to review and discuss with their peers. Car and Driver, which has been experiencing a decline in circulation, is partnering with WOMMA member companies Renegade Marketing Group and BzzAgent to manage the program, which it hopes will connect advertisers with readers, readers with each other, and, ultimately, the magazine with new ad revenue.

Learn more (BrandWeek)
Learn more (Media Buyer Planner)

Posted by WOMMA Editor on December 19, 2006 4:50 PM

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