PGA to Offer Online Auto Research, Shopping Feature to Newspaper Clients

By: E&P Staff The Publishing Group of America is planning to introduce a new feature called "Upstreet Auto" to the Web sites of the over 2000 local newspapers that carry its publications (which include American Profile and Relish magazine).

The program puts online auto shopping sections on the newspapers' sites, giving users access to research and other information on a wide range of cars. The research materials include multiple performance reviews; safety and cost ratings as well as compare-and-shop features; photos of the cars from all angles; MSRP and dealer invoice pricing, option pricing and five-year cost of ownership; rebates and payment calculator; and a dealer locator. The service is designed to turn local newspaper sites into the primary online locations for auto research and shopping.

Because Upstreet Auto tracks the user's interest in specific cars (and where they are in the purchase cycle), newspaper sites can also use the program to target ads that accurately correspond to the buyer's likely interests.

In offering the service, PGA is partnering with Trilogy, a company paid by carmakers to deliver qualified leads, which also tracks the users' auto interests.

Demos and marketing for the free service will begin next week, with Upstreet Auto going live on participating site during the summer.


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