Car & Driving - a new route into automotive revenue for local radio
The motor industry isn't an easy market for local radio – but it could be. Leading motoring media agency Car & Driving believes that the audio aspect of its huge road test video library could be the key for local radio in unlocking an entirely new automotive revenue stream.
The audio dialogue from our industry-leading videos can easily be packaged into podcast form to suit particular brands and models. It’s a ready-made revenue stream and promotional tool.
Their proposition is simple: that local radio stations use the audio element of Car & Driving road tests to put together programmes fronted by their popular presenters for exclusive use in local dealer showrooms. The automotive content will slot into these programmes where music would normally be. And the programmes themselves can be bespoke to the brands of car the various dealers sell.
Car & Driving's road test video library is the largest in the world – and the only one to offer what amounts to a ‘virtual test drive' of the product, split up into seven key sections – 'Overview', ‘Background', ‘Driving Experience', ‘Design & Build', ‘Market & Model Range', ‘Cost of Ownership' and ‘Summary'. Most of these offer an audio duration fairly approximate to that of a typical record and those that don't can be easily segregated so that a radio programme with words instead of music would be easy to compile.
Want an idea of how it could all work?