Driven

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

GENDER

SECTOR

AGE

H'HOLD INCOME

 

% of readers

TOP LINE DEMOGRAPHICS

Male 77.58%
Female 22.42%
Top 3 Socios 60.00%
Top 3 Occupations 24.85%

 

% of readers

HOUSEHOLD DEMOGRAPHICS

Lifestage One – Dependent Children 0.61%
Lifestage Two – Independent Young Adults 14.55%
Lifestage Three – Adults with Young Families 14.55%
Lifestage Four – Adults with Older Children 20.61%
Lifestage Five – Empty Nesters 49.70%
Household Income $80,000+ 52.73%
Home Owners 64.24%
Mortgage Free Home Owners 33.33%

 

INDEX

% of readers

LIFESTYLE

I am passionate about cars 140 20.00%
I like to try new or different beers 121 25.00%
I spend a lot of time working on my car 121 6.00%
I like fixing things around the hosue 120 54.00%
I am at my best in a crowd 118 25.00%
The way my car looks is important to me 112 36.00%
Source: Nielsen CMI Q2 2013 - Q1 2014 AP15+

SATURDAY READERSHIP

120,000

WEDNESDAY READERSHIP

97,000

FREQUENCY

Saturday and Wednesday

SIZE

Compact