Automotive Narrowcasting

By | 11/07/2016

Thanks to cheaper cameras, cheaper editing systems and cheaper means of distributing video content automotive narrowcasting has become an entertaining way to cover the subject. Everyone knows about Top gear, the flag ship of automative journalism and mischief but there are dozens if not hundreds of lower budget and fun alternatives. One of these alternatives is by Motor Trend, an automotive magazine that provides written reviews of new cars and other automotive news. Their about page ignores their video activity and yet this is the part that I enjoy.

When I watched this specific episode it reminded me of articles from Popular mechanics because it is about reviving an old vehicle that has been dormant in a garage/barn for many years. They show us the steps that were carried out in order to make it road worthy and then they throw in a road trip and fooling around for good measure.

Some of these projects are light hearted and fun. The idea for the PreRangerRoverLandeRunner is amusing. “…they combine an old Range Rover with a Ford Ranger to build an overlanding prerunner that can also play in the mud and rockcrawl with the help of Maxxis’ Bighorn MT-762s.  The build process uses the eyechrometer and by the end of the video their machine is broken. 

The stats for this channel are impressive. They have 50 channels and twenty four thousand videos. The average views per video is fifty five thousand two hundred views although globally they have one billion three hundred thousand views overall. Those figures are no longer about narrow casting.

Network statistics

  • 50 channels
  • 24,792 videos
  • 5,235,424 subscribers

What I like so much about niche content and narrow casting via youtube is that the barrier to entry is low in terms of cost and sustainability can be achieved relatively quickly. There is little need for pitching and getting funds.

In the video above they make it clear that this is a side project that they are working on over two weekends. They are doing this in their free time, in between articles. This is a side project video that has been viewed six million times.

Printed Media are said to be suffering as people move towards the world wide web for news and information. From what I observe the world wide web is great because it provides a place for writers to write articles, radio shows or podcasts and scenarios for videos. As people with skills or passions unite with video producers so new markets can be tapped. The beauty of websites such as Youtube and Vimeo is that they share that revenue with content creators. Websites such as facebook still want to pay to distribute content and be seen. They have not shifted to the new model.


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