The automotive brand behind the Car of the Year, Best Driver's Car, and World's Greatest Drag Race competitions is about to get bigger and better. In early 2014, Motor Trend's Web presence will merge with MSN Autos to become Motor Trend on MSN, which is expected to be the world’s largest digital platform catering to new vehicle shoppers and automotive enthusiasts.
“Motor Trend on MSN will combine the personality, opinion, and perspective of the Motor Trend brand with the audience, reach, and platform technology of MSN," says Angus MacKenzie, Motor Trend editor-at-large and chief content officer for Source Interlink Media, Motor Trend’s parent company.
Motor Trend on MSN will further enhance Motor Trend's ability to offer the most comprehensive automotive content on the Web. The new site will further leverage our already unparalleled new-vehicle testing capability, world-class photography, and global automotive news gathering sources. It will also feature an easy-to-use new vehicle buyer’s guide with in-depth research and comparison tools, the latest pricing and data, and broadcast-quality video.
"If you're in the market for a new vehicle -- car, truck, or SUV -- we cover it. And we'll give you guidance. We have an opinion on all these vehicles," MacKenzie says.
And what about the Best Driver's Car, World's Greatest Drag Race, and Of-the-Year competitions?
"If anything, they’re going to get bigger, stronger and better," says senior digital content director Mike Floyd. "It's going to give us a much broader platform to highlight our signature events.”
While engaging, entertaining, and informative enthusiast automotive editorial will remain at the core of the Motor Trend brand, says Floyd, delivering no-nonsense, new-car research tools for regular consumers will also be a key component of the new site. Studies have shown Motor Trend enthusiasts influence an average of seven new vehicle purchase decisions a year.
Motor Trend on MSN will be optimized to suit every screen. Our existing print, video, radio, and iPad products will continue, ensuring that you can choose exactly how and when you want to get your Motor Trend fix. And our expansive social media channels will mesh with new social features designed to analyze millions of search and social signals in an effort to quickly surface what’s trending in the automotive sphere.
"While this new partnership with MSN doesn't change Motor Trend's goal to deliver the most compelling entertainment to car crazy enthusiasts and the freshest, most accurate information to in-market auto buyers, it brings us tremendous scale. MSN is a trusted media outlet with instant, global name recognition. By joining forces, we become the number one automotive media brand online, building upon our leadership across all platforms, including print, video, tablet, mobile, and social media," says Motor Trend editor-in-chief Edward Loh, .
"We are partnering with one of the leading platform technology companies in the world," MacKenzie says. "It's a testament to the quality and depth of Motor Trend's automotive coverage for the in-market car buyer and the enthusiast."
You can read MSN's take on the arrangement here. The official Source Interlink Media release is below:
Source Interlink Media and MSN to create Motor Trend on MSN
New website expected to be one of the world’s largest digital automotive media platforms
EL SEGUNDO, Calif (June 12, 2013) Source Interlink Media (SIM) today announced it will create a new automotive website, Motor Trend on MSN. Expected to launch in early 2014, Motor Trend on MSN will marry Motor Trend’s rich content and unparalleled automotive testing expertise with MSN’s audience reach and technical capability. Motor Trend on MSN is expected to be one of the world’s largest digital platforms catering to new vehicle shoppers and automotive enthusiasts.
Motor Trend on MSN will be optimized for every screen, and will feature an easy-to-use Buyer’s Guide seamlessly integrated into the overall content mix, which will include vehicle comparison tools, engaging editorial, and broadcast quality video.
By combining the existing audiences of MotorTrend.com and MSN Autos, Motor Trend on MSN will deliver advertisers millions of qualified consumers. Major events such as Motor Trend’s Best Driver’s Car and annual Of the Year Awards, as well as the redesigned Buyer’s Guide, will provide high-quality contextual environments for reaching consumers considering the purchase of a new vehicle, and also the influential Motor Trend enthusiasts who directly impact an average of seven-plus new vehicle purchase decisions every year.
“This is a defining moment in the automotive media space,” says Chris Argentieri, president of Source Interlink Media. “Two companies are coming together to deliver high quality automotive content to a massive audience via a flexible digital platform. With the rich content consumers want and the scale advertisers demand, we are confident Motor Trend on MSN will set a new benchmark for automotive digital media.”
“Motor Trend on MSN will help change the autos digital landscape,” says Ted Cahall, corporate vice president of MSN at Microsoft. “Motor Trend content plus MSN scale will create new opportunities for consumers and for advertisers. We are excited to build an autos experience that is optimized for every screen – including desktop, tablet and mobile.”
About Motor Trend:
Motor Trend, an automotive media brand of Source Interlink Media, LLC, was founded in 1949. Motor Trend comprises Motor Trend magazine; the award-winning website MotorTrend.com; the Motor Trend Channel on YouTube; Motor Trend Radio; Truck Trend; Motor Trend Classic; Motor Trend International Auto Shows; Motor Trend en Espanol; and the renowned Motor Trend Car, Truck, and SUV of the Year Awards programs. Motor Trend magazine has a circulation of 1.1 million and an audience of 7 million readers; The MotorTrend.com website attracts more than 6 million unique visitors per month and the Motor Trend Channel on YouTube has more than 1.3 million subscribers and averages almost 4 million views a week. Motor Trend's social media presence spans 1.1 million followers across Facebook, Twitter, Instagram, Pinterest and Google Plus. Follow along @MotorTrend.
About Source Interlink Media:
Source Interlink Media, LLC is the premier source of special interest media in the United States. With more than 75 publications, 100 Web sites, 800 branded products, 50+ events, original YouTube video programming, social media, and TV and radio programs, SIM is the largest provider of content to enthusiast communities interested in automotive, action sports, home theatre and other niche activities. SIM’s strategy is to wholly focus on targeted audiences by leveraging and expanding upon its core market-leading brands through a multi-platform media approach.
Source Interlink Media