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Will Road & Track Disappear?
By: Cindy Wendland
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Industry trends can accelerate the decline of brands. If the brands fall behind in innovation, efficiency, or financing, or maintain high production costs, they can be on a path to disappear. Road & Track is one such brand that 24/7 Wall St. has noted shows all the signs of decline.

Road & Track is a print publication owned by Hearst Corporation. Hearst declares they focus on growth, inventiveness, and an entrepreneurial drive. The battle they face is the decline of print advertising revenue. With all the current choices of where to advertise, including all the new social media options, print advertising is suffering.

It is reported that 80% of car buyers search online before making a car-buying decision. Fewer people turn to print sources for information on car buying. Car enthusiasts are the other part of this magazine subscription market. This group subscribes to the magazine for the love of cars, yet other publications such as Automobile, Motor Trend, and Car and Driver enjoy more popularity. Hearst also owns Car and Driver and the subtle differences between Car and Driver and Road & Track may not be strong enough to sustain both.

Road & Track focuses on auto enthusiasts. Hearst needs to provide some innovative revamp of the magazine in order to capture a significant advertising injection. If they can’t accomplish this, subscribers will find the information they seek online. 

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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