Automotive Communications

Given the precarious economic climate it is self-evident that the automotive industry would be one of the hardest hit industries. Purchase of a car represents a significant financial outlay, and as such requires a high level of finance being provided.

Nonetheless the industry finds itself in a fascinating position and at a pivotal point in its history. Much of the rationalisation is long overdue and I have no doubt the industry will emerge stronger and more nimble.

The changes in the automotive industry will clearly have wider implications for media companies. Automotive advertising has always been both ubiquitous but also willing to embrace new formats and ways for showcasing new launches and products. The smarter media owners will ensure that their respective 'brand equity' and intellectual property is able to be exploited. This will prove to be challenging but I have no doubt different ways of engaging with audiences will be found. Many will capitalize on new technologies thus reaching customers though the new mediums. The press has been fast to adopt this as they offer advertisers cost-efficient solutions for engagement.

My role at News International encompasses developing and nurturing relationships with the automotive community at all levels and across both marketing, PR and communications. The future for publishers and media-owners is about monetising both the intellectual property represented by editorial and monetising the audiences who access this content. At News International we have begun this process by rewarding our 'affinity' customers who subscribe to our titles, for example 'Culture +', this rewards subscribers to The Sunday Times and is definitely a place to target loyal and savvy customers.

It is therefore a fascinating time to be working at News International as we look at innovative, efficient ways to find solutions to these challenges. The extremely powerful brands which are within the product range all have ample scope for potential brand extensions.

The challenge for News International is to present a united front with so many varying media properties. Sky, Wall Street Journal, Harper Collins, Fox and the UK titles all represent amazing potential for automotive manufacturers to utilise in new and challenging ways. This is certainly an area that I will be rigorously investigating.