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Beginning Sunday, the Times will expand its Automobile section, introducing three new half-pages of editorial content. Come Monday, the expansion will hit online; the dot-com complement will include "additional car reviews, added video features, a national directory of car clubs and an interactive events calendar."

Obviously this is tossing a shiny new lure into the great lake of advertisers. The Times Co. tells Media Buyer Planner as much, and adds that this also provides an opportunity to engage readers' interests. Isn't that considerate? What New Yorker doesn't love reading about all the cars that he can't afford to park?

NYT Expands Print Auto Section, Revamps Same Online [MBP]
New York Times to Pimp Online and Print Auto Section; Fuzzy Dice Not Ruled Out [Jalopnik]