CarandDriver.com Uses Media Modeling to Boost Ad Revenue and Site Traffic

    NEW YORK--October 1, 2001--Lagardere Active's CarandDriver.com, the one-stop destination that empowers automotive consumers with independent and authoritative information to make intelligent purchasing decisions, today announced that a recent digital campaign created and managed by Beyond Interactive increased advertising revenue and overall traffic for the publisher.
    Beyond Interactive, a digital marketing communications company and partner company of Grey Global Group , built a predictive model for the client which took into consideration CarandDriver.com's media spending, promotions on Lagardere Active sister properties, and publicity across all other platforms, including print, television, radio and online. The agency then used the model to plan media spends, resulting in a significant increase in traffic to the site and increased revenue from ad sales.
    "Given the difficult financial landscape the online market is facing today, it is essential to execute marketing campaigns that will deliver maximum ROI," said Zvia Herrmann, vice president, Automotive Network, Lagardere Active. "Beyond Interactive's modeling tools helped us determine what media spends were most effective and ultimately helped CarandDriver.com effectively reach our desired audience - both car lovers and those in the market to buy a car."
    "As a web publisher, it was essential for CarandDriver.com to analyze its marketing efforts on a granular, customized level to determine which expenditures drove unique visitors to the site and increased advertising value," said Michele Madansky, Senior Vice President, Marketing Intelligence, Beyond Interactive. "The success of the model we created for CarandDriver.com sets an example for how brands can profit from their data and information."
    "We hope to further leverage the assets of the Car and Driver brand to include integrated advertising across our properties - CarandDriver.com, Car and Driver magazine and Car and Driver Television," added Ms. Herrmann.

    About Lagardere Active North America

    Lagardere Active focuses on the digital exploitation of HFM's core brands encompassing the Internet, interactive television, broadband, wireless and cable television and will create new content categories. Based in New York, Lagardere Active North America is a subsidiary of French parent company Lagardere SCA that also owns Hachette Filipacchi Magazines (HFM) in the U.S. and is comprised of the former Hachette Filipacchi New Media properties including top online destinations such as caranddriver.com, and elle.com, and its television production arm, RTM Productions.

    About CarandDriver.com

    CarandDriver.com provides the same unmatched coverage of the auto industry as Car and Driver magazine, but offers expanded interactive features such as a comprehensive Buyers Guide with pricing and specifications, road tests and reviews, insurance center, daily industry news, driving tips, community center, downloadable desktop pictures and more. CarandDriver.com is a one-stop destination site that empowers consumers with independent and authoritative information to make intelligent purchase decisions.

    About Beyond Interactive

    Beyond Interactive is a digital marketing communications company that brings together proprietary data analysis tools with a team of world-class professionals to create synchronized marketing programs that generate measurable success. With services including MediaCompass, a tool that measures marketing effectiveness across all communication channels, Beyond Interactive is able to give clients marketing insights that lead to hard profits. Clients include Procter & Gamble, Oracle and DoubleClick. The company has locations in 23 countries representing 80% of the global online population. Beyond Interactive is a MediaCom company and a partner company of Grey Global Group .