autowriters.com april 2008 newsletter
Problems viewing this newsletter? Click here to read it online
|
|
| the road ahead |
|
Jean Halliday reported in Advertising Age that GM, bell cow of the auto industry’s annual advertising expenditure ($9.42 billion in 2007) is shifting fully half of its $3 billion budget into digital and one-to-one marketing within the next three years. She notes: "...a pattern is developing among automakers whereby TV and print are deployed for launches in order to raise awareness, while more of the continuous branding and sales activity shifts online -- as automakers and many of their dealers accept that the purchase process increasingly begins, and sometimes even effectively ends, on the internet.” However, as Gavin O’Malley reported in Online Media Daily, a Canadian research firm found social media users put far more trust in friends and family than popular bloggers. Overall, the study concluded: ”social media remains chiefly a mode of communication and personal expression, rather than a source of credible information.” In another Advertising Age report, Tom Neveril stresses the importance of communicating within the consumers’ “story” (his or her interests). And, as Jeff Welch blogged “Consumers Don't Care About the New Media-Old Media Battle. Authenticity is our only hope. ...I'd spend a lot less time (as a communicator) listening to coastal big shots talk about how they can reach your audience with the latest technology or the biggest green idea and a lot more time talking to insiders at the local coffee shop on Main Street.” A reasonable conclusion: Auto writers who succeed in developing a friendly relation with their readers will prevail in any medium. |
| road signs |
|
On Pulitzer Day in the newspaper world, the Seattle Times announced it is slicing nearly 200 persons from its staff, closing two suburban bureaus and ceasing publication of two 30-year-old zone editions. It is the latest in a long list of cities where major newspapers have severely reduced their staff: New York, Boston, Philadelphia, Baltimore, Chicago, Minneapolis, Los Angeles, San Jose and San Francisco are among them. Dow Jones put staff cutbacks at 7 percent overall for the industry as compared with its peak in 2000. Eric Alterman says in his March 31 New Yorker essay, Out of Print, “Newspapers are dying; the evidence of diminishment in economic vitality, editorial quality, depth, personnel, and the over-all number of papers is everywhere. What this portends for the future is complicated... we are about to enter a fractured, chaotic world of news, characterized by superior community conversation but a decidedly diminished level of first-rate journalism. The transformation of newspapers from enterprises devoted to objective reporting to a cluster of communities, each engaged in its own kind of ‘news’––.” Newspapers will become less valued for their breadth and depth of coverage and more for their confirmation of existing beliefs, biases and prejudices, a la much of talk radio. As for auto journalists, one veteran reporter and editor for papers big and small put it, “newspapers seldom geld the horse they’ve won with. ...As long as stuff is sold, newspapers will do it better than anything--at least until the millions of us who still read them are history. And they'll do the job the way they've always done it--devoting special sections and/or pages to anything that pays. Can you imagine a newspaper without ads and related stories about real estate, vehicles, business, travel, autos, entertainment, etc., etc.?” |
| autowriters spotlight |
|
Joe Sage studied architecture in the midwest, came to Arizona but was then
diverted to Colorado for design and construction work. His drawing board skills
led to graphic design work, which he developed into one of the larger ad
agencies in northwest Colorado. After 20-plus years of 30-below temps and 27
feet of snow, he returned to Arizona in 2000. Joe almost bought a franchised magazine’s Arizona edition, but its limitations sparked the appeal of doing his own magazine. He had considered creating a Colorado tour and travel magazine years earlier. His agency did much tourism work, but also had a range of gearhead clientele, including the Bridgestone Winter Driving School, Steamboat Vintage Auto Race & Concours d’Élegance, Kawasaki Good Times and JET SKI® Good Times Magazines, and the AMA. A new balance was created for Arizona: about 90% automotive, with about a 35% “road trip undercurrent." Arizona Driver Magazine was born. Joe came to this project with hundreds of publications, millions of dollars’ worth of printing, and many successful clients under his belt. On September 10, 2001, Joe had meetings with his lawyer, accountant and staffing company, final steps on establishing the magazine. But he woke up the next day to vastly changed circumstances. Launching a magazine is a challenge. Chasing the automotive segment can be a challenge. And hiring effective sales staff is a big challenge. In the wake of 911, all was even more so. The first printed effort went from late 2002 through late 2003. Joe kept producing full PDF versions, posted online. The calendar pages flipped and flew off like the segue in an old movie. But the magazine continued to hear from fans, both personal and in the industry, and continued to receive credentials, press invites and test vehicles. There was clearly still horsepower in the concept. In early 2007, the website was cleaned up and relinked. Keyrings were produced. And the printing press beckoned. The first thought was to print some marque-specific special editions, to distribute into dealer waiting areas, restaurants, fitness clubs, tire shops and more, for brand-building. Joe also considered printing the full current magazine. A photographer offered time between assignments to shag the mag all over the state. The decision was made to print the two most current issues, complete, and the presses rolled. There are now over a year's worth of newly minted magazines in print. Interest is higher than ever. Joe thought the magazine's quality spoke for itself, even online, but he is surprised at the response when people hold the glossy paper edition in their hands: there is something magical, still, in print. As Autowriters.com goes to press, the Fed has used the word "recession," and sales staff is still a challenge, but ad inquiries are coming in. So the jury is out, but they've ordered pizza and are having fun with deliberations. One thing for certain: print is still popular, while deadlines and budgets remain as certain as death and taxes. Stay tuned. And check out www.azdrivermag.com. |
| pit notes |
|
Distributive justice in a mass society is uneven at best but it is ludicrous in the case of the State of Connecticut’s Department of Environmental Protection versus John Fitch. The 90-year-old World War II hero, auto-racing star, first manager of Lime Rock Park and inventor of the yellow Fitch Inertial Safety Barriers is in danger of losing his home because he reported two old oil tanks on his property might be leaking. Told by the DEP to remove them and test every well within 500 feet at his own expense, he did so. No wells were found to be contaminated but he was then ordered to remove all the contaminated soil. Some 3000 tons later and a $350,000 bill in sight, Fitch rightly feels he is in danger of losing his home for doing the right thing. As John Dinkel commented to AWCom, “A perfect example of no good deed going unpunished.” AutoWeek says those who would like to help can join Dan Gurney, Stirling Moss, SCCA corner workers and racing fans by sending a check to: “The Friends of Fitch Homestead Fund,” Salisbury Bank and Trust Company, P.O. Box 1868, Lakeville, CT 060399. Also benefiting from the empathy of auto journalists is Frank Washington, still recovering in his Detroit home after a brutal mugging. The Southern Automotive Media Association, most of whose members never met the veteran writer, sent along a check following a collection at its monthly meeting. Some of Washington’s Detroit friends arranged a second fund-raiser on April 12 at the New Way Bar in Ferndale, Mich. and, as noted, Brenda Priddy is coordinating an EBay auction of items donated to benefit him.
Al Vinikour, the man of many hats, added a hero’s
wreath to his crown and a free flight voucher to his wallet
recently when he made his insulin and blood sugar monitor
available to medics treating a fellow airline passenger’s
in-flight diabetes attack. . . . . Here is a link to someone
seeking an online auto editor: Al Ries suggests in an Advertising Age column that its name is a chief reason Isuzu is getting out of the passenger car business in the US. Consumers didn’t cotton to it. . . . The Car Book, published in cooperation with the Center for Auto Safety, has developed new front and side Car Book Crash Test Ratings. These ratings allow the government’s crash test results to be compared on a relative basis, enabling consumers to identify the top performers from those at the bottom. |
| the tom-tom |
|
Autowriters.Com invites readers to submit their own Clog
Freelance writer Jeff Zurschmeide drove in the recent Alcan 5000 Rally. Here is his assessment of how participating helped his growth as an auto writer. The Value of Dirty Hands This winter, I entered the Alcan 5000 Winter Rally as part of a team sponsored by Mitsubishi Motors North America. We drove from Seattle to Tuktoyaktuk, NWT, competing in a time-speed-distance rally, ice racing, and the all-important “Don’t get pneumonia and die” challenge. I arranged some story and photo assignments before I
left, but beyond the simple benefit of the assignments I
received, I believe There’s nothing wrong with covering an industry and events from the outside. That’s the traditional reporter’s role, and objectivity frequently demands that we not get too close to the people and events we’re covering. Yet there’s value in getting your hands dirty - particularly if you’re covering motorsports. “The writer knows, from the seat of the pants experience, the challenges, the dangers, the joy, and the embarrassments of every mile, every curve, every funny sound from the engine (or was that the drive train?). Some of these can be harvested second hand each evening at the bar, but they are just that—second hand,” says veteran Alcan rallyist Jim Elder, who entered this year’s event with an assignment from AutoWeek. But Elder is also quick to point out the other side: “being in the event constrains one's field of view. An observer can pick the gnarly curve or scenic background for photos.” Even if you simply use a competition event as an extended test drive, you’ll get a unique perspective on the car. I spent 12 days and about 6,000 miles in a Mitsubishi Outlander XLS, and came to know the car like it was my own. Driving under every condition from the L.A. freeways to the famous Canadian ice roads above the Arctic Circle, I put this car through the wringer. (And the Outlander did it all with grace and style, by the way.) Just be sure to let the manufacturer know what you’re doing, and the risks involved to their car. As automotive journalists, we have tremendous opportunities to tell stories that will mesmerize our readers - to bring them along on the grand journey that most of them will never see. I think the more we speak from personal experience, the better we can tell the story.
Tom-Tom rants, raves, rambles and ruminations are
volunteered
|
| lane changes |
Thomas Bryant Vice President and Editor in Chief of Road & Track for 20 years, will retire in July. A replacement has not yet been named. Bryant will be Editor Emeritus, write a column for the magazine and contribute to the Web site . . . Tom Appel also has moved from Managing Editor and been named its Associate Publisher of Consumer Guide Automotive. . . . Subaru of America, Inc. has appointed Heather Ward to Manager of Corporate Communications . . . Brent Snavely left Crain’s Detroit Business to join The Detroit Free Press as an Aauto Reporter and Ryan Beene is slated to move from Automotive News to replace him covering auto suppliers for the business publication. . . . Camilo A. Alfaro has joined Impre Media as online Automotive Editor. ImpreMedia owns 14 Hispanic publications nationwide and 10 online components and will soon launch impre.com/autos . . . Greg Morrison has left Black Family Channel and started his own online video service company, Bumper2Bumpertv, doing video reviews for websites. 404-372-3269 E-mail: autoguysouth@cs.com . . . Christopher Boyce is the Auto Retail Writer at the St. Louis Post-Dispatch . . . Brent Clanton’s Road Runners radio show at bizradio is off the air . . . Michael Ficacci the Associate Editor of Ford Performance Trucks . . . Kaytrice Mines has replaced Cicely Bland as Editor of the Atlanta Tribune . . . Mark Phillips is Editor of Counterman . . . Mark Glover, former Editor of the Wheels automotive section at the Sacramento Bee has moved to the business desk at the paper and will cover the auto industry. The section been re-named “Drive” and moved to the classified department and will have no editorial content. |
| across the finish line |
|
Bill Winters, retired General Motors public relations pro and major IMPA force, has passed. Much of the quality and success of IMPA Test Days is attributed to the tireless work and dedication Bill put into the event after his retirement from GM . . . John Hornberger, the auto industry’s first Urban Affairs Manager (Ford). Later head of his own PR firm. |
| - 30- |
|
Glenn Glenn F. Campbell Principal autowriters.com |
participating
in the event made me a better automotive journalist. |
subscription info |
||||||||||||||||||||||||||||||||||||||||||
|
Did someone forward you a copy of our newsletter? Sign up for your own subscription here. If you want to stop receiving this newsletter, please send an e-mail to unsubscribe@autowriters.com |
||||||||||||||||||||||||||||||||||||||||||
|
vehicle awards list |
||||||||||||||||||||||||||||||||||||||||||
|
Car Awards Still Going
and Growing
AUTO
A FONDO AUTO A FONDO AUTOMOBILE MAGAZINE’S GREEN CAR OF THE YEAR CARS.COM LIFESTYLE AWARDS CONSUMER GUIDE AWARDS HEMMINGS HEMMINGS INTERNATIONAL CAR INTERNATIONAL TRUCK MOTOR TREND *MOTOR TREND MOTOR TREND NORTH AMERICAN *NORTH AMERICAN NWAPA “MUD FEST" READERS CHOICE AWARD TAWA TEXAS *TAWA CAR OF THE YEAR URBAN WHEELS AWARDS WEALTH TV AWARDS WORLD CAR OF THE YEAR *AWcom needs the results when available. |
||||||||||||||||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||||||||||||||||
| ||||||||||||||||||||||||||||||||||||||||||
| corrections | ||||||||||||||||||||||||||||||||||||||||||
|
Mark Hacking called from Toronto to say he was surprised to read in last month’s Newsletter that, Driven, the magazine he was editing didn’t exist. AWCom was surprised to learn that it did. Two readings of an internet column left us with the impression that the magazine disappeared. (And Canadian is our second language)The general-interest magazine has an automotive slant; two car stories per issue x 6 issues. Many of those 12 stories come from Hacking. The website is reserved for other staffers and freelancers -- again, it's general-interest but with a much higher proportion of automotive content. . . . Previous Driven editor Michael Lave now edits Sharp a new general interest Canadian pub with auto content he started along with two other former Driven staffers. |
||||||||||||||||||||||||||||||||||||||||||
|
talk to us |
||||||||||||||||||||||||||||||||||||||||||
|
|
||||||||||||||||||||||||||||||||||||||||||
|
automotive journalists |
||||||||||||||||||||||||||||||||||||||||||
|
|
||||||||||||||||||||||||||||||||||||||||||
|
automotive bloggers |
||||||||||||||||||||||||||||||||||||||||||
|
|
||||||||||||||||||||||||||||||||||||||||||
|
services & rate card |
||||||||||||||||||||||||||||||||||||||||||
|
PR, Marketing and Media
Relations Pros, autowriters.com can work |
||||||||||||||||||||||||||||||||||||||||||