Every Saturday and Wednesday the Driven liftout covers motoring from every angle. Driven has been designed following extensive research into what motoring means to people.
Driven includes, new car reviews, model launches, technical articles, personal pieces, celebrity stories, motorsport, quizzes and quirk. Of course, Driven is also the place to go for anyone wishing to research, buy, view or sell vehicles and acts as a guide for the best car deals in town.
By leveraging APN's print, digital and outdoor assets - in partnership with The Radio Network - Driven has transformed automotive advertising, now offering a comprehensive advertising solution across print, digital, radio and outdoor. Contact us to find out more.
How readers engage with Driven
Driven has a strong male skew and attracts active car seekers looking for specific motoring advertising and information as well as motoring enthusiasts using the section as a form of entertainment. Engagement is firmly anchored in ‘educating me’ – which is typical of a classified section. The motoring sections engage as a ‘pastime’, ‘entertaining me’ and ‘absorbing me’.
What does this mean for advertisers?
Driven provides the opportunity to reach more potential car buyers than any other newspaper or non-member car publication in Auckland. Driven on Saturday is the flagship motoring product and delivers the huge readership of the Weekend Herald as a standalone liftout for easier reading and portability.
Wednesday’s Driven provides a midweek destination for motoring advertisers at an accessible price point in a versatile liftout and keep format.
Reader Profile
Around three quarters of Driven readers are males in households with incomes significantly higher than average. These males are passionate about cars. They appreciate Driven for the advertising as much as the content – both keep them well informed. This strong connection they have with the content means that Driven is effective in connecting with active car buyers as well as general automotive enthusiasts
|
% of readers |
TOP LINE DEMOGRAPHICS |
| Male |
77.09% |
| Female |
22.91% |
| Top 3 Socios |
57.54% |
| Top 3 Occupations |
27.93% |
|
% of readers |
HOUSEHOLD DEMOGRAPHICS |
| Lifestage One – Dependent Children |
1.12% |
| Lifestage Two – Independent Young Adults |
17.32% |
| Lifestage Three – Adults with Young Families |
14.53% |
| Lifestage Four – Adults with Older Children |
21.79% |
| Lifestage Five – Empty Nesters |
45.25% |
| Household Income $80,000+ |
49.16% |
| Household Income $120,000+ |
27.93% |
| Home Owners |
60.89% |
| Mortgage Free Home Owners |
30.73% |
|
INDEX |
% of readers |
LIFESTYLE |
| I am passionate about cars |
139 |
21.79% |
| I love driving |
128 |
49.72% |
| I like fixing things around the house |
121 |
53.07% |
| Exercise is an important part of my regular routine |
117 |
42.46% |
| The way my car looks is important to me |
116 |
36.87% |
| It's important to make investments now for the future |
115 |
60.89% |
Source: Nielsen CMI Q4 2012 - Q3 2013 AP15+