New Car Media Launch

Dave Harrison is a new journalist at the 'Total Cars' magazine. He is called into his editor's office, where Arthur Miles wants to surprise him with a motoring treat.

Arthur: Come in Dave, take a seat. Pauses. Premium car company Regal has extended an invitation for one of our journalists to go to Santa María de las Nubes for their media launch. It's in a mountain range with a five star hotel and a road circuit to test their new model, the Esmeralda. Here are your tickets, Dave.

Dave looks them over in disbelief.

Dave: Me? I'm not the most senior member of the team. Quite the opposite.
Arthur: Tom is a family man and his son is in the final of some sport he plays. He doesn't want to miss that. Sophie is pregnant and Reece is still in my bad books after enjoying himself on the last exotic trip and forgetting what he was there for. We had to get the lowdown on the car from the Internet. Anyway, that leaves you.
Dave: Thank you, I'm already excited about it.
Arthur: I want a detailed report on the car. They wine and dine you, but don't let that distract you unduly. Make sure it's a glowing report.

Dave walks out into the general office area, and Reece has already heard that he has been overlooked for the car evaluation excursion in favour of Dave.
Reece is smarting: What's the deal then? Why you? You've only been here for a few months.
Dave in all innocence: I don't know, Reece. Arthur just chose me. 
Reece: Well, you are expected to come back with a glowing review because the car company gave you a five star junket. You do know that, don't you?
Dave: I'll write an honest report. I'm not being bought.

Sophie overhears and is concerned with his naivety, so she comes over to him and, in a friendly manner, explains how the system works.
Sophie: Hi Dave, Congratulations. Just a tip from someone who knows about these media events. They are paying big bucks for your trip, Dave. They want you to repay them with a favourable report.
Dave: But isn't the whole point of being a journalist to report things as you see them?
Sophie: In a perfect world, yes. But in the real world, if you don't play ball with them, they won't invite you again.
Dave: I'll just be honest. If the car is good, it's good. If it's bad, it's bad.
Sophie: You have a lot to learn Dave.

Dave: It's not that. What's the point of selling someone a magazine about cars if the information is inaccurate?
Sophie shrugs and moves on, realising he's determined. Reece smiles in the background. He knows that if Dave criticises the car too much, Reece expects to be going on the next trip.

Dave flies to the nearest airport to Santa María de las Nubes. He is then chauffeured to the hotel and is struck by its grandeur. He checks in and is told to be in the dining hall at 5pm. In the meantime, he lies back on a super king bed and gets forty winks. Then down to the dining hall for drinks and canapés. He chats with other journalists, most of whom know each other and he feels a bit of a loner. A solitary female journalist looks equally lost, so they start chatting.

Johanna: I'm from Germany and although I am an experienced motoring journalist, it's my first time at something like this.

Dave: Me too, but with less experience. I feel a bit lost. It's like an old boy's club with some of these journos. It's refreshing to have a woman's perspective on the cars. I like how women assess them, but there are not that many in this field.
Johanna: The people who read car magazines are mainly men, so I guess it's understandable that they prefer a male perspective.
Dave: We have a female journalist and I really enjoy her style. She focuses more on everyday usability, storage, ease of use regarding the controls, visibility and family needs.
Johanna: That's true. I have to bear in mind that male readers are more into performance, horsepower, 0–100 times and driving dynamics.

They laugh and decide to sit together for their top quality dinner and then off to their allocated rooms.
The next day, after breakfast, the journalists assemble in the main hall again and are given a run down of the models and the need to drive safely. A few male journos clear their throats and cast sideways glances in mirth.

Then it's out to the cars, two per test car. Johanna and Dave end up with the base model, which they don't mind. They are able to drive some of the local roads in the hills, which tests more everyday driving.

The next day, all the journalists go onto the circuit. They watch as each car follows a professional racing instructor in a pace car to learn racing lines and braking points before having a free run. After a few laps, the drivers are swapped. Johanna impresses Dave with her skilled driving and care in following instructions. He learns from that and when his turn arrives, does likewise.

Their last evening arrives. Dave and Johanna dress up and are together at predinner drinks. They are early so it gives them a chance to talk. Johanna is the more experienced motor journalist, so Dave seeks her opinion.

Dave: So what did you think of the cars?
Johanna: Comfortable at low speeds but lacking finesse on the track. The interiors seemed a little low rent, considering they are supposed to be premium.
Dave: I thought that too. So how will you present your impressions?
Johanna: I will be kind and emphasise the general drivability of the cars, while being slightly less complimentary about other things I liked less.
Dave: No ruffling feathers?
Johanna: Exactly. I want to be invited again. This is so nice, as she waves her hand in the general direction of the room. Dave nods but says no more. The evening goes by uneventfully.

The next day, they head home to their respective countries. Dave puts his article together with an honest expression of his observations. What's the point otherwise, he decides? Dave sends a copy of the car test through, but Arthur is out and delayed getting back to the office. As the print deadline is fast approaching, Dave's article goes through without Arthur's critical appraisal.

Dave heads home, happy and satisfied. The magazine goes to print and is sent out to subscribers and stores. A few days pass and Dave gets a 'Come to my office immediately' text. He arrives at Arthur's office to see the boss with a face that is very upset.

Arthur: Sit down Dave. Pauses. I know you are new to this game, but I did say 'Make sure it's a glowing report'. So what is this? He turns his laptop around for Dave to see. Dave leans forward and starts reading the article. He then looks back at Arthur.
Dave: It was a disappointing car, Arthur.
Arthur: I've had the Regal Cars importer on the phone this morning, saying he thought he could count on us.
Dave: Our readers deserve the truth.
Arthur: The readers can go on a test drive and make their own minds up. He looks down, trying to compose himself. Look Dave, Regal Motors are regular advertisers in our magazine. We don't want to upset them. A bit of tact would have gone a long way, but no, you had to put the boot in.
Dave: I didn't. I praised the car where I could.
Arthur: Not enough. There is another model coming out in six months and I think we can kiss goodbye to an invitation to that high class media event. If we do get one, you will be barred. Maybe our advertising account with Regal will go too. You'll learn Dave, and that starts with following instructions. Then you need to shed this idealistic view of the world. Now go.

Dave leaves crestfallen. He wanted to impress with an honest critique and the truth was the best way to do that. In hindsight, not the case. A car magazine is a business and at times has to make business decisions. I had better learn fast, he concludes or I won't be going to flash media events. Or have a job in the industry for that matter.