The service, called “Upstreet Auto,” puts an online car shopping section directly on the newspaper’s site. Users can access multi-platform reviews, safety and cost ratings, photos of the cars from all angles, five-year cost of ownership, and a dealer locator. The program also tracks users’ interest in certain models and how far along they are in their shopping. Thus, papers can use the program to target ads to users’ interests.

In embracing multimedia, PGA is also starting a music label through American Profile, American Profile Presents. "We're doing something that no one is doing-integrating the editorial with the product and being in both retail and direct-response markets," said Steve Minucci, PGA director of business development. "This comes from listening to our readers and providing things for them that they have told and shown us they enjoy."

Upstreet Auto will debut in demo form next week and go live in the summer.

Source: Editor and Publisher, CNN Money