Jumpstart Automotive Group

We loved reading Parnell Woodard’s piece in AdAge yesterday, especially at a time when we need more smart people in the industry discussing realistic and creative WAYS OF shepherding the next generation of print media into fully functioning brands—not MERELY print extensions. For those of you who may have missed it, Woodard takes a stand in defense of the print medium—pointing out the fact that “the print medium is sitting on true firepower: brand loyalty, killer lists and well-established communities. In today’s age of community-based, social marketing, no medium has more underutilized assets than newspapers and magazines.” In fact, Mr. Woodard mentions both of our publications in his piece, Car and Driver and Road & Track, and “what could be” in a more ideal media market.

Well, what Woodard mentions as a “could be,” is and has been and will continue to be! Last week, we announced Hachette Filipacchi Media US decided to assemble all of its automotive assets into a single group and organization: The Jumpstart Automotive Group. It will contain the consumer brands of Car and Driver and Road & Track, as well as Jumpstart Automotive Group, the marketing services company. This move may today be unique in the world of media, but we firmly believe others should take note of our strategy: combining the strategic and irreplaceable value of print with the flexibility and innovation made possible by a highly dynamic digital platforms. Truth be told, Car and Driver and Road & Track have been delivering to its “Brand Users” the respective experience across platforms and also marketing this access to partners beyond “just print.”

What this new breed of organization makes possible is a combination of powerhouse brands and nimble marketing VIA digital tools- the right evolution for media at a time when the old way of operating just doesn’t cut it. But those who throw out the baby with the bathwater will lose what we and Mr. Woodard so well understand: The unique audience loyalty and engagement print titles provide marketers today. Mr. Woodard is right. The end isn’t near, but change certainly is. We welcome your thoughts on the next generation of print.