Market Overview

Time Inc.'s TheDrive.Com Gears up with New 'Shop' Platform to Serve Digital-First Car Enthusiasts


Time Inc.'s (NYSE:TIME) The Drive boosts its digital experience with a
new state-of-the-art research and shopping resource that gives users
instant access to volumes of the latest car data and connects
prospective buyers with local dealers for the best offers. Developed in
collaboration with Detroit Trading, the new SHOP
platform is integrated across
and offers contextually relevant and highly visual vehicle specs and
purchasing information alongside its enthusiast-focused coverage. The
one-click resource features comprehensive information about make, model
and trim details for hundreds of vehicles and allows users to design
their dream cars and manage pricing and quote requests all in one place.

"This initiative starts with the user's needs at the core. With this new
car research platform, users can start by reading feature articles about
cars and car culture, then go from imagining themselves behind the wheel
straight to pricing models and connecting with dealers. It's car
enthusiast catnip—doubly so for those in-market," said Eric Goeres, GM,
The Drive.

The deal comes at time when the American auto industry just posted a
record year in sales and is increasingly technology driven, with
consumers doing more research online than ever. This new digital
innovation is the latest from The Drive, a multi-platform brand from
Time Inc.'s The Foundry which delivers a range of top-tier editorial
content to a primarily mobile audience of young, tech-forward auto

"This new partnership serves two key objectives: It enables our audience
to learn more about vehicles being featured editorially on
and it connects our advertising partners with interested potential
buyers during the critical shopping phase," says Edouard Portelette,
SVP, General Manager of Time Inc.'s The Foundry. "We're excited to add
this targeted advertising solution to The Drive's portfolio, and
partnering with Detroit Trading was a great fit given its wealth of
experience and innovation in the auto shopping arena."

The SHOP custom portal was created by Detroit Trading, a leading
automotive digital media company whose software transacts data from
500,000 monthly car shoppers across a digital network that receives an
average of 222 million monthly impressions. It
audience members to design and spec their dream cars, manage online
pricing and quote requests, access new and used car inventories and
connect with local dealers. Data and online pricing on more than 300
makes and models, access to an average of 4.5 million units of used
vehicle inventory and one-click connections to an online dealer network
spanning all 50 U.S. states are available via the new SHOP platform.
Also, a brand-specific hotline has been created to offer real-time car
shopping advice and pricing information (1 855-377-2630).

"We worked closely with management and brand leadership from Time Inc.
and The Drive to develop an industry-leading automotive portal for its
audience," added Pete Bonner, Co-Founder and Executive Vice President of
Detroit Trading. "We feel this new online resource, combined with
real-time phone support from our Detroit-based segment specialists, will
make the process of shopping for a new vehicle responsive, informative
and, most importantly, fun! We work on a lot of cutting-edge projects at
Detroit Trading, but we're especially thrilled to be part of the
exciting things happening at Time Inc. and The Drive."


Time Inc. (NYSE:TIME) is a leading content company that engages over 150
million consumers every month through our portfolio of premium brands
across platforms. By combining our distinctive content with our
proprietary data and people-based targeting, we offer highly
differentiated end-to-end solutions to marketers across the multimedia
landscape. Our influential brands include People, Time, Fortune, Sports
Illustrated, InStyle, Real Simple and Southern Living, as well as
approximately 50 diverse titles in the United Kingdom.


Time Inc.'s
is a multi-platform brand dedicated to delivering top-tier editorial
content around the automotive industry and lifestyle. Launched by The
Foundry in 2015, The Drive is a leading authority on cars and car
culture, with a team of award-winning journalists covering the leading
edge of transportation and life on the road. The Drive pursues a
younger, more mobile, more affluent audience with its broad scope of
"new enthusiast" editorial coverage—an expansion of traditional
horsepower, reviews and wrenching automotive journalism that includes
future tech, policy, aviation, infrastructure, design, gear, military
and entertainment and celebrity coverage. Its wildly popular YouTube
channel /DRIVE
has almost 2 million subscribers and averages 5 million monthly views of
its short- and long-form original videos and series. The Drive is
located at Time Inc.'s Industry City, Brooklyn, headquarters, where it
houses a state-of-the-art car showroom and content studio. Visit
and follow @thedrive on Twitter,
and Facebook.


Headquartered in metropolitan Detroit, Detroit Trading Company is an
automotive digital media company who is amongst the world's foremost
aggregators of "in-market" automotive shopper intelligence, providing
data to original equipment manufacturers ("OEMs") and dealers that is
responsible for more than 30,000 vehicle sales or $1 billion in monthly
car sales.

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