The conventional wisdom is that car magazines are mostly read by people in-market who are in the process of shopping for a new car. In fact, that’s exactly what the media sales team promises all their car clients. Then convinces every single car brand to run their ads in every single issue. 

However, this is not true. Not even close.

The truth is, these publications are overwhelmingly read by enthusiasts who subscribe to them. And we know this because the data shows that newsstand sales make up a tiny portion of their total readership. 

So, the car-shoppers myth is bullshit.

And once you understand that this space is dominated by guys who just love cars, you can give them exactly what they want–design stories and insider information they can’t get from regular advertising or editorial. They crave this  knowledge, because as Car Guy, they love nothing more than knowing something others don’t.

We all know one of these guys, and we also know their expert endorsement can sway the opinions of those around them. So, once we identified the power of this influential group, we wrote a campaign just for them. And ultimately, for you.

The result was car ads that don’t look like car ads, or even ads at all.

And we knew it had worked when Infiniti dealers started requesting copies of the ads to use to educate the ultimate Car Guys … their sales team.