Phil Reed

Edmunds.com was a pioneer in bringing car-pricing information to the internet. Today, it estimates that 25% of all US car buyers visit Edmunds.com before making a buying decision. Phil Reed began his writing career as a police reporter in Chicago and Denver. But a life-long love of cars sent him into automotive writing, first as an author and since April 2000 as senior consumer advice editor with Edmunds.

Edmunds.com was a pioneer in bringing car-pricing information to the internet. Today, it estimates that 25% of all US car buyers visit Edmunds.com before making a buying decision. Phil Reed began his writing career as a police reporter in Chicago and Denver. But a life-long love of cars sent him into automotive writing, first as an author and since April 2000 as senior consumer advice editor with Edmunds.

PRWeek: How did you settle on auto writing as a career? Phil Reed: Cars have always been one of my main interests, and I found that the buying and selling of cars was as interesting as the cars themselves. PRWeek: What are your primary beats and what are your key functions? Reed: I cover everything that relates to buying, selling, financing, and insuring vehicles. I have worked undercover as a car salesman, and I regularly buy and sell long-term test cars for Edmunds.com to learn about the process from the inside out. I also am responsible for the consumer-advice content in our books, and I served as lead author for the Edmunds.com Strategies for Smart Car Buyers book. PRWeek: When did your site debut and who is the audience? Reed: Edmunds was founded in 1966 for the purpose of publishing new and used automotive pricing guides to assist automobile buyers. Edmunds.com was the first company to provide consumer automotive information on the internet. The web-site, Edmunds.com, emerged in 1995. Today, Edmunds has approximately 4 million site visitors each month. PRWeek: The auto industry gets more specialized coverage than almost any other; does that make your job harder? How do you define news for your site? Reed: The marketplace is always changing, so that means I have to continually reevaluate the advice I provide. I am interested in anything that affects consumers' abilities to make informed automotive purchases. Exclusives are always appreciated and go a long way in building a mutually beneficial relationship. PRWeek: How do you deal with PR people? Are you pitched often, and what is the best way to pitch you with story ideas? Reed: PR people that understand what I need have been a great resource for trend information and story ideas. PRWeek: What is your biggest gripe about the PR people you deal with? Reed: Some clearly haven't taken the time to [find out] what I typically write about. I get a lot of mail that has nothing to do with anything of interest to our editorial staff. I don't cover motor oil, flashlights that attach to seat belts, etc. It's simple: I cover the trends relating to buying, selling, financing, and insuring vehicles. PRWeek: What are your deadlines like? Reed: At times they are immediate, at other times they are flexible. We try to set the deadline so the quality of the story is preserved but the trend reporting is timely. I've heard it said, and I agree, that "deadlines are the ultimate inspiration." ----- Name: Phil Reed Outlet: Edmunds.com Title: Senior consumer advice editor Preferred contact method: editor@edmunds.comeditor@edmunds.com Website: Edmunds.com

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