CanWest MediaWorks has launched an automotive portal for consumers, dealers, advertisers and enthusiasts — and media pundits agree that it’s a good thing. The new site, at driving.ca, offers automotive reviews and editorial content from CanWest’s 11 national newspapers. Driving.ca combines a national portal (as part of the Canada.com site) with the marketing of Canada’s largest chain of dailies. It also allows access to the full inventory of CanWest’s dealer network across the country.

‘Good for them,’ says Sunni Boot, president of Zenith Optimedia. ‘When a car buyer gets closer to purchase, they look for cost, a good dealer and service. A lot of consumers will find a lot of utility to this site. It appears to be user-friendly and it provides a level-playing field of info.’

The site was created because CanWest has done its homework. According to a Borrell study cited in the company’s release, over four million Canucks buy a car each year, with cars leading as the number one category researched online.

Theresa Treutler, media director at Doner Canada shares Boot’s opinion. She says: ‘Overall, this is a good idea because newspaper readership is on the decline. But the introduction of this online capability makes very good sense as it complements the aging profile of the print properties. It’s a way to reach younger users in a medium they are comfortable with.’ Treutler says she wouldn’t be surprised if CanWest’s competitors followed suit.

The site allows dealers and advertisers to upload digital and video ads. Advertisers already signed are automakers Saab, Saturn and Daimler Chrysler. Laura Pearce, director and GM of the driving.ca site says it welcomes a brand ‘taking over’ the site as part of a block-out edition similar to what CanWest youth rag Dose has done with the release of the film, Batman Begins. (See MIC June 14, 2005.) The cost for this was not revealed.