Wheels Magazine and the Holden Influence

[Polyal]

OK, firstly, try not to turn this into a slagging match as Im curious about others opinions.

Wheels seems to give a fair and "unbiased" approach to most of its articles, but something that erks me is the amount of PR that Holden gets through them. Im not saying that they are completly biased, perhaps slanted is a good way of putting it.

I find it hard to believe that there is not some kind of influence, whether this be because Holden throws more cash at them, or maybe Ford doesn't even bother.

But why is it that there are alway Holden "bonuses" attached to the magazine.

Examples would include the latest 2007 Holden Calander (they had one for 2006 aswell), that VE DVD (that was probably more to do with holden), a whole magazine just for Peter Brock etc etc.

Tell me the last time there was Ford anything?

It all seems rather convieniant for Holden, Wheels (like Motor) has a huge following, and to not have any other manufacturer (so not just Ford) represented in their "mechandise" seems a little fishy to me.

Either way I still buy the mag, just an observation I guess. Personally I dont think its a good look for a magazine in any industry to continuely push one companies/manufacturers goods.

What does everyone else think?

[McobraR]

Maybe holden's marketing department are just smart enough (and have the money) to put such bonuses/advertisements in car mags? Plus, Ford hasn't really produced anything that exciting recently. Once Orion spy shots start coming up , I'm sure there'll be more Ford exposure.

[mcnews]

I think Holden spend more than Ford and that's about the size of it. Holden would have spent megabucks to do the calendar thing and the other promos and publishers will gladly provide them the avenue to do it and rub their hands together with glee at the prospect. It is business after all. If Ford wanted a calendar on there or another mag they just pay for it, simple really.

[mowog]

This debate has existed since the very early days of Wheels.

There was another thread that talked about how much Holden Toyota and Ford spend on marketing and Ford spends a fraction of the amount the other 2 spend. I guess there is some of the reason for what may seem to be bias...

[Dave_au]

Well the Holden Calenders, dvd etc are all just paid advertisments. From memory Wheels also ran a special booklet for the 380 when it was released as well - it was simply a reprint of the 20 or so pages that wheels had devoted to the launch of the 380 the previous month.

As for bias, well the Magazine is in a business of making money - putting a commodore or a falcon on the front cover sells more copies than a Camry or 380.

I believe when the last camry was released back in 2002, TMCA guaranteed that they would purchase x amount of copies as some sort of benefit for the loss in sales the Camry on the front cover would generate - something like that anyway.

As for Ford, well quite frankly the current Falcon is getting on these days, I'm hoping Ford Aus are saving up some marketing money for the release of the next Falcon. Let's not forget that even though Ford Aus produce the most Australian built vehicles on our roads, with no export program Geelong is starting to go in the direction of Tonsley park. Lets hope Ford spend the advertising bucks when it's going to have the most impact - the release of the next falcon.

As for us, well FFAU has a fairly substantial knee jerk reaction to any review that doesnt place the falcon as coming first, even when credit is probably due elsewhere,

[GXL078]

I have an old Wheels magazine from 1978 with a 50 odd page Ford All models catalogue stapled in th emiddle of it.

[Polyal]

Its not so much there articles, its the extra stuff. They actually bagged HSV's new suspension setup on the Senator this issue.

I find it hard to accept that there is not something else going on, it must be alot of cash that Holden (with reference to Fords input) are spending for it to be true.

I wouldn't go as far to say its a conflict of interest, but maybe they would think twice about publishing anything to damning against Holden. As we all know money seems to talk louder than the truth.

[Ryan]

As someone already said, Ford haven't released anything overly exciting recently.

I expect more Ford content, when the new Falcon comes out though.

Remember the VE is only what, 5 months old? It's still fresh, in my eyes.

[Polyal]

Ah..its not the content! 380, BA, VE and Aurion all got good and equal exposure.

[ads]

The Holden calender this month comes out every year and I'd say it would be financed by Holden.

Wheels has been a big backer of Ford with the COTY awards for BA and Territory. Certainly they give Ford credit when its due. They're also one of the few publications not to get caught up in the whole 380/Aurion PR juggernaught and have always pointed out from the beginning that the Falcon (and now also the VE Commodore according to Wheels) is still the better drivers car.

Last time Ford had anything included in wheels (as far as I can tell, I've missed a few) was in 2003 when they included posters of the new GT and the old "supercar lives" 140 MPH GT wheels cover. They're still on my wall at home. Long time between drinks Ford :( .

[PHATXR8]

Holden spends mega-bucks on marketing its vehicles.....Ford spends jacks*%t, it is as simple as that.

Look at all the Holden ads on the TV with ACDC sound tracks, the blimp, ads for almost every model they carry, etc, etc.

It has always puzzled me as to why Ford is very conservative in its advertising...maybe they don't see any value in spending big bucks on marketing....

[Dave_au]

Originally Posted by PHATXR8

It has always puzzled me as to why Ford is very conservative in its advertising...maybe they don't see any value in spending big bucks on marketing....

Ford doesn't have the money to spend big bucks on advertising a "lame duck" end of series update.

[Kenaz]

Originally Posted by PHATXR8

It has always puzzled me as to why Ford is very conservative in its advertising...maybe they don't see any value in spending big bucks on marketing....

They must be big believers in WOMBAT. Word Of Mouth Best Advertising Technique.

[ads]

Originally Posted by PHATXR8

It has always puzzled me as to why Ford is very conservative in its advertising...maybe they don't see any value in spending big bucks on marketing....

It puzzles me too... I don't get why Ford seems so content to just play second fiddle to Holden in sales all the time... I know their plant doesn't have as high a capacity but these days you just have to push push push there's too much competition and before you know it you're in Mitsubishi's situation.

[cupic]

Originally Posted by mcnews

I think Holden spend more than Ford and that's about the size of it. Holden would have spent megabucks to do the calendar thing and the other promos and publishers will gladly provide them the avenue to do it and rub their hands together with glee at the prospect. It is business after all. If Ford wanted a calendar on there or another mag they just pay for it, simple really.

The VE did cost $1billion bananas
1/2 spent on car development
the other 1/2 spent on bribes, advers and promotion
well maybe not bribes hehehe
cheers

[GXL078]

Originally Posted by cupic

The VE did cost $1billion bananas
1/2 spent on car development
the other 1/2 spent on bribes, advers and promotion
well maybe not bribes hehehe
cheers

And don't forget the balloon

[Spotty]

I have a 1971 issue of Modern Motor which covered the launch of the HQ. Included with it is a 45rpm record of the road tests of the various models including the 350 GTS...so special promotions have been around for a long time.

[ads]

Originally Posted by xcgxl

And don't forget the balloon

hehe the balloon LMAO at Toyota when they threw a tanty.

[ClevlndStemer]

Wheels have had the calendar attached to the mag for a while now (or was that motor), either way i don't see the problem with it. If Ford is too stupid not to get into it as well then that's they're own problem. Hats off to Holden and their clever marketing team. They would have paid a handsome sum to Wheels to be able to attach the calendar but so can any other car maker or potential advertiser.

[Polyal]

Originally Posted by Spotty

I have a 1971 issue of Modern Motor which covered the launch of the HQ. Included with it is a 45rpm record of the road tests of the various models including the 350 GTS...so special promotions have been around for a long time.

Guys I do understand the nature of marketing, its actually my major, but its been going on for how many years now with the one manufacturer?

Im not interested in the articles, covers or adds within the magazine, thats their business and what they do, of course your going to have huge articles about the new stuff. Its the extra's that get people interested in.

I gave this years (2006) Holden/Wheels calander to my mum..LOL..and she still has the damn thing up. Ill have to make sure I bin next years, although she did own a VS at one stage, dont think she'll be going there again.

[Smoke Pursuit]

Wheels ran a special booklet for the BA build to that dealers had in the early days, plus the car won Wheels car of the year...

Somehow i think its got nothing to do with being bias, its just that holden spends more on marketing then ford, Fords advertising department is a joke, they have no idea at all, the best they can do is this big campaign on the Fairmont Ghia which is one of the worse sellers in the range.

[Ives]

Also notice that Bridgestone is always on the back cover of Wheels and MOTOR magazines for the past who knows years.

[LTDHO]

I thought the same thing this morning and remember that there was a thread on it a few months ago.

Use which ever excuse you choose, but the mag does seem bias.

[monaroCountry]

how many times has holden been bagged in the past and currently?

It goes on stages first it was the VT then went to Ford with its I6 turbo then to the VE commodore.

[Ford_Boy]

im just sick of the countless holden ads. im always seeing the ad when they have statements made from journilist "the best sedan in the world for the price".
"it leaves the competion looking old school" talk about being try hard. its not that all inspiring. they made it look uglier and they made the v8s faster. its now on par with fords handling which has stayed the same for 4 years now. the 6s are slower, use more fuel and the base omega has air con as a $2000 option. for 1 billion dollars they really could have done better.

[Spotty]

Originally Posted by LSTerritoryGhia

Wheels ran a special booklet for the BA build to that dealers had in the early days, plus the car won Wheels car of the year...

Somehow i think its got nothing to do with being bias, its just that holden spends more on marketing then ford, Fords advertising department is a joke, they have no idea at all, the best they can do is this big campaign on the Fairmont Ghia which is one of the worse sellers in the range.

Now this has got me thinking....given the problems the BA has had do you think Wheels magazine would ever have the balls to withdraw the COTY award .....and saying to the public, sorry we got it wrong! Nup I dont think they would. I remember the P76 got the COTY am sure there were a few other dud awards along the way as well........

[new2ford]

Paid advertising isn't the same as editorial. In 40 years of reading I've thought Wheels has focussed on excellence and kept its integrity. Have you Ford guys already forgotten the huge Territory special edition and Wheels relentless barracking for the Territory? For the last few years Wheels has consistently described the Falcon and Territory as the best Australian cars. Obviously a new Commodore changes things a bit but the magazine still recognises whatever's best at the time.

The ones to be PO'd a about Wheels would be Toyota. It doesn't take much to see that Wheels thinks Toyos are very ordinary and Toyota treats Wheels with equal contempt. In the WASP (active stabilty tests) last year Wheels chose the base models of all tested vehicles - except they couldn't get the base models from Toyota (Prado, Camry and Corolla) because Toyota knew their base models would perform badly. Could have saved themselve the trouble because the beefed up models didn't really do any better (outperformed by Falcon and Territory).

No I have a lot of time for Wheels - not so influenced by advertsing contracts and plenty of driver, technical and engineering expertise unlike those effete wannabes like Drive, Carsguide etc.

Spotty the P76 was not a dud award by any stretch but that is really another thread. None of the COTYs was ever far wrong.

[killer_taxi]

Originally Posted by Polyal

Ah..its not the content! 380, BA, VE and Aurion all got good and equal exposure.

I was interested to see how much page coverage difference there was between the BA and VE on their releases. I found that the VE got given 4 times more the amount of page coverage then the BA did.

[MeestaNob!]

Originally Posted by Kenaz

They must be big believers in WOMBAT. Word Of Mouth Best Advertising Technique.

9/10 randomly quizzed people at the Bourke st Mall said "Christ the Territory's clock is shyte."

They later went on to enquire that a Territory was.

That's pretty much how Ford relates to the WOMBAT system.

[Dauphin]

Does anyone have an email contact for Wheels Magazine? I've tried to contact them via email on their website about 15 times and they never respond.