Back on Track
While they were at it, they updated roadandtrack.com. The new look is "this continuous rolling scroll, which we think works really well on the web," says Webster. "It's actually designed for your phone--we get 25 percent of our traffic on the phone, if you can imagine."
Online traffic is up 30 percent, and Webster--who considers the online changes as important as what he's done in print--wants to build it further.
The magazine and website reach different audiences. "The overlap between the print and digital [readerships] is small--it's like 20 percent," Webster says. And, of course, readers experience them differently. "The time that somebody spends on the website is maybe ten or fifteen minutes," he says, "but the average time someone spends with the printed magazine is eighty minutes. So it's a much different immersive experience."
Founded in 1947, R&T is America's oldest car magazine, and the writers are conscious of that history. While trying to attract new readers, they don't want to alienate the ones who've hung on with the magazine for decades.