In this episode, we speak with Mike Sinclair, Director of Content and Editor in Chief at Carsales.com.au, about the world of automotive journalism. Mike discusses how the car industry has changed dramatically with the rise of social media, digital marketing, and influencers. He talks about the importance of traditional media providing honest and reliable information to car buyers. Mike goes into depth about how automotive journalism itself has evolved. The relationship between journalists and car manufacturers is changing. Mike discusses the issue of "fake news" in the motoring press and why trusted sources of information are so critical to educate consumers. He also delves into the role of influencers in driving car sales today and the need to generate tailored content for different channels to maximize outcomes. Mike provides valuable insights into the car business and tips for how brands can work more effectively with journalists. Some key takeaways: •The car industry has transformed with social media and digital marketing. Journalism must adapt. •Honest, fact-based journalism is key to building trust and educating car buyers. •The dynamics between journalists and car companies are evolving. More transparency and less "advertorials." •Influencers and tailored content for each channel are important for sales, but authenticity matters most. •Strong relationships and transparent communication with journalists can benefit car brands. But editorial independence must be respected. Overall, Mike offers a fascinating look into the world of automotive journalism and how this critical industry is changing to keep up with the times while maintaining high standards of integrity. His insights provide valuable guidance for both journalists and those in the automotive industry.

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