Time has flown by since Valnet acquired CarBuzz 11 months ago, an online automotive platform and news publication that boasts millions of readers in North America. Although a reputable digital publication, CarBuzz was losing the battle against other competitors and consistently struggling after every Google Core Update. Their lack of purpose and focused content direction did not help the publication against such changes either. By acquiring CarBuzz, Valnet was making an intentional and strategic decision to acquire a reputable brand that would fit seamlessly with the current Automotive Portfolio, consisting of HotCars and TopSpeed, and to ultimately provide the CarBuzz team with a strategy and the necessary tools and resources to take the brand to the next level.
Revitalizing CarBuzz: From Setbacks to Organic Growth
Not unlike previous acquisitions before it, Carbuzz faced a few challenges from the outset. All Valnet properties are operated through our proprietary in-house tech stack, which includes a Content Management System (CMS). Due to the size and nature of the CMS migration for CarBuzz, we were unable to develop all of the publication’s existing features to maintain certain non-core business segments, such as the Marketplace. Deciding to remove certain features is always difficult, especially considering that there is already an established readership accustomed to them. However, it was necessary. The tricky migration also cut our Search traffic in half – not something we ever forecasted!
So, how did we turn things around? As a leading publishing and media investment company, our investment strategy is rooted in sustainable growth and long-term value creation. With our Automotive Portfolio, and most recently with CarBuzz, we applied our tried-and-tested playbook:
- Segmenting editorial operations
- Implementing a content investment plan focused on high-value, high-visibility content
- Investing in reputable journalists and reporters, such as Nicole Wakelin
Simply put, we invested in the organic growth of Carbuzz by focusing on quality operations and content. Our investment philosophy emphasizes servicing our readers directly, rather than servicing Google. We are actively managing and growing our investments in timely and relevant automotive stories in the form of news, previews, and features, in addition to our first-hand test drive reviews of vehicles. By prioritizing the creation of quality content that ultimately captivates an engaged readership, we are less likely to fall prey to Google’s Core updates and algorithm changes.
A Record-Breaking Quarter
Today, because of this content investment strategy, we’ve expanded our readership to more than 6 million monthly readers, up 60% from when we first acquired Carbuzz. And while we have yet to recover our Google Search losses from Q1, Carbuzz continues to see its dominance on Discover grow as it recorded its best three months on the platform in Q3. As a result, we were able to extract the most profitable quarter in Carbuzz’s 12-year history. See below a snapshot of the publication’s performance so far.
Furthermore, the Valnet Automotive Portfolio together ranks sixth in website reach among auto publishers and first in social reach, as determined by Comscore, a trusted platform for evaluating media across platforms.
Leveraging Valnet’s Resources for Enhanced Content and Community
CarBuzz’s success so far is largely due to our investment in high-quality content. However, having Valnet as CarBuzz’s parent company provides access to new tools and resources that can elevate the publication even further. Valnet’s DevOps and Product teams are constantly researching and innovating to add greater value for our readers. For example, our Gaming Portfolio has worked with the DevOps team to develop and curate in-article database pages, enhancing the reader experience. These innovative features can be implemented across any Valnet brand wherever they offer value to our readers.
Once CarBuzz’s readership was re-established, our team could shift focus to adding new features to the publication. One such feature is the ability for readers to submit their own discussion topics to further build on the community aspect of the publication, where car enthusiasts can engage directly with each other and CarBuzz staff.
CarBuzz’s Next Steps in the Automotive World
Building on this momentum, the Valnet Automotive Portfolio will be an official media partner of the Los Angeles Auto Show in late November. The Carbuzz team will be on-site as well, hosting an interview panel with Honda, further cementing our presence and credibility in the automotive space while creating new opportunities for audience engagement. With the added investment from Valnet, we can push CarBuzz to new heights to bring even more quality content directly to our readers.
The CarBuzz story exemplifies what we can achieve as value creators when faced with unforeseen challenges. By focusing on what truly matters—quality content and reader satisfaction—we’ve not only overcome setbacks but also positioned ourselves for future growth. It is with humility that we continue to push forward, meeting our business objectives the Valnet way.
