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AMSOIL has recently mapped out a one-year, bimonthly advertising plan to showcase its Signature Series Synthetic Motor Oil line in two leading men’s magazines, Car and Driver and Popular Mechanics. Car and Driver is the second-most popular men’s magazine in the country, while Popular Mechanics is the fourth-most popular. The first of six Popular Mechanics advertisements appeared in the October 2011 issue, while the first of six Car and Driver advertisements appeared in the November 2011 issue.
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According to current circulation data, Car and Driver has 1.2 million subscribers and Popular Mechanics has 1.22 million subscribers. Even more impressive is the “pass-along” readership of both publications, which refers to the total number of readers. Both magazines are often passed along to friends and relatives, are carried by most libraries and are popular choices for various waiting rooms (doctor, dentist, mechanic, etc.). Car and Driver has a pass-along readership of 9-11 million, and Popular Mechanics has a pass-along readership of 7.7 million.
