Car targets Metro listeners

This strategic move allows CAR to reach the new emerging market - 40% of car sales are to this sector - and to position itself as the authority and first resource for motoring information to the radio station's audience.

The magazine's content serves as the basis for discussion between the station's motoring expert and DJ, Glen Lewis, and his traffic reporter, Jerry. Through CAR's partnership with TV 3's CARtorque, the TV programme's presenters, such as Gugu Zulu, will also provide commentary from time to time.

Marketing manager Dean Dicks says: "CAR wanted to do something tactically on Metro FM. The Motoring Moment opportunity is a perfect platform to communicate with an important target audience.

"The interaction between the DJs adds credibility to the Motoring Moment while at the same time reinforcing CAR as the authority in the market place, and the content adds value to Metro's listeners, making them informed and safer drivers."

The sponsorship is backed by an ad campaign that takes account of township culture and idiom and is directed specifically at Metro listeners.