Saturday, November 18, 2006

‘Car and Driver’ and Word of Mouth

Car and Driver magazine has developed The First Drivers Club in order to measure word of mouth for advertisers. The online social network created by BuzzAgent, a word of mouth marketing agency allows members to preview products and give feedback to advertisers. Members that test the products submit reports describing product quality and the word of mouth generated by their peers. The club benefits advertisers because of the word of mouth generated about a product and the magazine receives editorial content for the magazine. I think this is will be an extremely successful network for Car and Driver because it is allows readers to interact with the brand through another medium. According to mediabuyerplanner.com Car and Driver’s paid circulation has been down like most magazines so it is important to be innovative to keep the advertiser's business.

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