Running an automotive publication in 2026 is very different from how we did it when we started in 2009.
Hmmm, as a matter of fact, my journey started earlier than that.
I developed my first website, Burnpavement.com, in 2001.
Long before social media, YouTube and AI, I was laying out magazine pages, teaching myself HTML and hand-coding websites one page at a time. I taught myself photography through countless books, magazines and hours behind the camera. I studied the work of respected journalists and writers, gradually developing a writing style that would eventually become my own.
There were no shortcuts. No templates. No algorithms telling us what would perform well. Definitely no AI to help us sub-edit articles (yes, I used ChatGPT to check this piece).
Today, we’re no longer competing only with other media outlets. We’re competing with influencers, YouTubers, TikTok creators, AI-generated content, dealership videos, and even manufacturers producing their own content.
Consumers can watch reels, owner vlogs, showroom walkarounds, and ask AI for advice before ever visiting a publication website.
Having started in the era of printed magazines, I sometimes find it amusing how much the industry has changed.
Everything was learned through curiosity, experimentation and a genuine passion for cars and storytelling.
Back then, the challenge was getting people to discover your content. Today, the challenge is getting them to stop scrolling long enough to consume it.
The platforms have changed. The competition has multiplied. The technology has evolved beyond anything we could have imagined.
But one thing hasn’t changed.
Yet after all these years, one thing remains remarkably consistent. People still seek out credible stories, thoughtful perspectives and voices they can trust.
When they’re serious about buying a car, they still search for answers.
They want reviews, comparisons, ownership insights, pricing information and real-world experiences. They search Google. They search for credibility.
That remains the role of established publications. A well-written article provides context, analysis and discoverability that short-form content often cannot. Months or even years later, it can still generate traffic, leads and consumer interest.
That is why brands continue to work with AutoApp, Burnpavement and futr.
Trust takes time.
Not because we are the loudest voices. Because quality editorial content still works.
It strengthens SEO, creates searchable knowledge, generates backlinks and builds credibility.
What many readers never see are the hours spent researching, travelling, photographing, filming, writing, editing and maintaining platforms that have taken years to build.
Which raises an important question.
Are independent media outlets being supported in equal measure for the value they continue to provide?
Many publications cover vehicles, launches and industry news regardless of whether commercial support exists. Some brands recognise this value through long-term partnerships. Others increasingly prioritise influencers and social-first campaigns.
There is room for both.
The challenge arises when editorial media is expected to deliver the same depth, credibility, and discoverability while receiving a shrinking share of support.
Good journalism is not free.
Neither are photography, video production, website hosting, SEO, travel and the people behind them.
That is why many modern publications have evolved into hybrid businesses.
The same skills required to run a successful media platform eventually led to the creation of Strada (formerly Interpage) in 2009.
Through content strategy, digital marketing, video production, social media and brand building, Strada helps automotive brands tell their stories more effectively. The publication informs the agency. The agency helps support the publication.
Together, they allow us to continue doing what we enjoy most: telling stories about cars, people and the culture around them.
Platforms will change. Algorithms will change. Technology will change.
But good stories (and subject matter expertise) still matter.
