PR
NEWSWIRE'S AUTOMOTIVE MEDIA INSIDER
Industry News for PR and Marketing
Professional - September
2003
PROFNET PROFILE
Courtney Caldwell
Publisher/Editor-in-Chief
ROAD & TRAVEL Magazine
Magazine
Q: What's your background as a journalist? What are your responsibilities at ROAD
& TRAVEL Magazine?
A: I founded ROAD & TRAVEL Magazine in 1989
to help educate women on
automotive, travel and personal safety issues. The
goal is to provide content
from which women (25-59) can make informed and intelligent
decisions about
auto purchases, travel plans and/or personal safety while on
the road. I also
write a weekly syndicated column for Scripps Howard Newspapers
called 'In
Motion' which addresses all consumers on auto and/or travel topics.
RTM was
converted to an online publication in 2000 after 12 years in print.
Published
twice a month, RTM is currently the largest online magazine to address
auto
and travel topics for women consumers.
Q: What types of stories are most likely to pique your interest? What kind of
material should public relations people be on the lookout for? A:
Since RTM's area of specialty is auto, travel and personal
safety, we seek
stories about new and used cars, vehicle safety, do-it-yourself
topics, road
trips and personal safety, as it all pertains to women consumers.
Safety &
Security and Vehicle Safety Ratings rank in the top five most visited
sections
on RTM. The other top three are road test reviews, buying a
used car, and hotel
reviews. Because RTM specializes in and remains focused
on auto, travel and
safety for women, it has earned a reputation as a
leading authority in its
field. Subsequently, throughout the year, broadcast
media sources RTM for interviews
and expertise. An extensive list of
coverage can be found at roadandtravel.com
under the press kit link.
Q: What recent projects have given you the most satisfaction or are
most reflective
of your work?
A: RTM's Top 10 - Most Likely to Succeed Annual Auto Awards.
Now
in its eighth year, the black tie affair is held on the eve of press week
for
the NAIAS. Launched as a tiny breakfast event in 1997, it has grown into
the
largest top ten awards production in the industry, with live entertainment,
top
industry VIPs and political figures, and a unique Academy Award-type
celebration
of automaker's new products. The "emotionally compelling"
theme on
which we award new vehicles has been a huge hit with automakers and
media.
The event has received coverage from World News Tonight, CNN, Good
Morning
America and Yahoo! Autos, to name a few. CBS will be airing a TV special
on
the 2004 event.
Q: What are the key issues the auto industry needs to address?
A: Gaining
a better understanding of women consumer's needs and then effectively marketing
to those needs. Many automakers still market to women like one size fits all,
or stereotype women as wanting only one or two things in a car: color and safety.
Not true. Women are as different as are all men. Their economics and lifestyles
vary greatly from one age group to the next. Many still assume what women want
as opposed to conducting adequate research. While it has improved significantly
in the past few years, there's still a great deal of work that needs to be done.
Cars, unlike other objects, provide a very emotional experience with ownership.
Automakers need to better understand the relationship women have with their cars.
Those that do
will have the strongest competitive advantage in the marketplace.
Q: What industry publications, Web sites and services do you refer to? A:
Automotive News, Auto Beat Daily, PR Newswire, J.D. Power and Associates, NHTSA,
RL Polk, Associated Press and Nielsen Ratings. Q:
What do you like/dislike about dealing with PR people? Any tips you'd like to
give them?
A: Most PR people have been very supportive and helpful. The
only issue that tends to repeat itself is some not having a clear understanding
of what RTM's mission is. Subsequently, we receive press releases on subject matter
we don't address, such as racing, motorcycling, industry news, car collectors,
enthusiasts, etc. Yet, we receive e-mails from PR people who want us to cover
these things. RTM is a consumer publication designed to provide content on auto,
travel and personal safety issues from which women consumers can make informed
decisions. This focus is the centerpiece on which RTM has built its growing success
online; by providing women with credible info, convenience and anonymity during
their research process.
Q: How and when do you prefer to be contacted? A:
E-mail is always best. Anytime is good. We're very good about getting back to
PR people within 24 hours or less, even when traveling.
Courtney Caldwell, Publisher
Q: What's the best way to send news releases to you? Mail, e-mail or fax? A:
E-mail or fax. Q:
Do you accept photos/graphics/artwork? If so, how do you want to
receive them?
Any specific formatting requirements?
A: Yes, we accept jpegs of professional
Web quality, which should be submitted with articles and/or press releases. (Hi-res
not necessary).
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