The Detroit Auto Show may have always been a key stop for editors at Hearst Men’s Group publications Esquire, Popular Mechanics, Car and Driver and Road & Track. But for this year’s show Jan. 11-24, instead of simply covering it, the publisher for the first time activated at it, staking its claim as an authority in the automotive category, and a key partner and creative voice for brands that want to reach their audiences, says Jack Essig, senior vp and publishing director, Hearst Men’s Group.
The booth brought to life the editorial positioning of each of the Hearst Men’s Group brands and promoted the creative solutions the publisher has developed for advertising partners. Video screens displayed reels of recent successes, staff members handed out issues and the booth featured a private conference room for meetings with clients, partners and press. The group also hosted happy hours.
Popular Mechanics magazine also made a “first-ever” appearance at the Outdoor Retailer Winter Market show Jan. 7-10 in Salt Lake City with a campsite activation complete with scenery, a RAM truck custom-built for outdoor adventures and other brands and advertising partners like Falken Tires, Snow Peak, YETI, Topo Design, Therm-a-Rest, Jetboil and Coleman. There were fireside snacks and magazines on hand to flip through. The activation complemented a series of themed issues in 2015 that expanded coverage of outdoor adventure and gear.
“By having a presence at these shows, we were able to engage from the top down, from talking to the cmos, conducting our business and getting all the way down to the consumer level in driving subscriptions,” Essig says. “Our top executives were there and they loved us having that halo presence in Detroit in particular, and supporting the automotive category that’s very near and dear to us.”