Primedia will begin allowing people to add their own content to its slate of car enthusiast Web sites, reports MediaWeek.
The publisher will allow readers to add to a newly created "Reader's Rides" section that spans its 60+ car-related titles. The section will consist of photo-sharing and other social-networking functionality.
Primedia will sell advertising on the user-generated sections. That's an attempt to tap into the hundreds of millions expected to be spent by advertisers on social networks in the next few years.
