This is certainly a well-travelled road, and one with considerable challenges. I wish you the best in making this happen (sincerely). Having watched this go down a few times first and second hand, here are my thoughts:
One of the challenges is that the divide among long-term LR enthuiasts and newer luxury vehicle buyers seems to grow larger every year. Given LRs commitment to the luxury space and abandonment of the solid axle off-road niche, this gap shows few signs of closing any time soon. The number of what might be called "crossover" enthuiasts (and I count myself among them) is a very small subset of an already small audience. The content must be so engaging and so unique that each subset of this small target market is equally intrigued. The capital requirements of producing such content appear to outmatch the return, so content quality slowly dwindles and with it, audience attention. This is the challenge you must overcome.
Make it easy to purchase a trial issue on your site for a reasonable price.
Have a good editor. There seems to be an inverse relationship between content enthusiasm and quality of writing. And if the event is good enough to cover, send a professional photographer and stand out. Contract writers are rarely good photographers, and vice versa (though they all think they're outstanding at both).
Go after established independent shops and cut them some aggressive ad deals. Know who these guys are around the country. They may need help with basic creative. Provide it.
Try to go a year without covering the Iceland scene. We know: they have some cool, big ass trucks. It's very fucking cold. They eat rotting fish. Etc.
Work with places like DWeb, not against them. This announcement could have been handled better, in cooperation with the site, and with Steve just being Steve. If you think this crowd is skeptical, wait until you try to sell to a new Discovery Sport owner. This site is a guaranteed (though somewhat jackassical) audience.
My only other advice is listen to your audience and remain flexible.
Good luck. Let me know if I can help.
One of the challenges is that the divide among long-term LR enthuiasts and newer luxury vehicle buyers seems to grow larger every year. Given LRs commitment to the luxury space and abandonment of the solid axle off-road niche, this gap shows few signs of closing any time soon. The number of what might be called "crossover" enthuiasts (and I count myself among them) is a very small subset of an already small audience. The content must be so engaging and so unique that each subset of this small target market is equally intrigued. The capital requirements of producing such content appear to outmatch the return, so content quality slowly dwindles and with it, audience attention. This is the challenge you must overcome.
Make it easy to purchase a trial issue on your site for a reasonable price.
Have a good editor. There seems to be an inverse relationship between content enthusiasm and quality of writing. And if the event is good enough to cover, send a professional photographer and stand out. Contract writers are rarely good photographers, and vice versa (though they all think they're outstanding at both).
Go after established independent shops and cut them some aggressive ad deals. Know who these guys are around the country. They may need help with basic creative. Provide it.
Try to go a year without covering the Iceland scene. We know: they have some cool, big ass trucks. It's very fucking cold. They eat rotting fish. Etc.
Work with places like DWeb, not against them. This announcement could have been handled better, in cooperation with the site, and with Steve just being Steve. If you think this crowd is skeptical, wait until you try to sell to a new Discovery Sport owner. This site is a guaranteed (though somewhat jackassical) audience.
My only other advice is listen to your audience and remain flexible.
Good luck. Let me know if I can help.
