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In the Driver's Chair: Postmedia Network Relaunches Automotive Product

Magazine article Editor & Publisher

In the Driver's Chair: Postmedia Network Relaunches Automotive Product

Article excerpt

Canada's Postmedia Network wants readers to "kick the tires" around its newly restyled automotive product. Driving. The website (driving.ca) went live in October and now offers readers more than double the content.

Vice president of digital businesses Cole Reiken called the relaunch more of a "pivot."

"We're realigning ourselves to our core audiences (new car buyers and heavy online auto users) and providing them with what they want with content, tools and products," he said.

The website covers breaking car news, car reviews and auto events. Driving's team of journalists are located across the country and provide a local feel to each newspaper. Postmedia Network is parent company to 10 Canadian publications, including the Notional Post and the Vancouver Sun.

Reiken said much of the development time was spent making Driving available on four platforms: print, desktop, mobile and tablet. "We wanted to be available anywhere," he said. "We studied the habits of our consumers and found them engaging with the screen. We saw an increase of usage with tablets and smartphones and realized we were behind on our old platform."

Hoping to create a one-stop destination with its content, Reiken said the website's redesign did not come from a "traditional approach. …

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