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The big idea was for four publishers who are usually fierce competitors to work together for the first time on a piece of research to support their medium. In a world where print was being dropped from motoring campaign schedules altogether, conversations about which magazines to use were becoming redundant. Sales and insight teams from across all four publishers worked together to draw up a brief for research to:
• Demonstrate role and influence of motoring magazines in car purchasing journey.
• Demonstrate the role of motoring magazines in building brand awareness and consideration.
• Demonstrate how advertising within motoring magazines amplifies editorial content.