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The 8-year old online publication that is PistonHeads was recently bought by "traditional media" publisher Haymarket. Haymarket owns WhatCar? and Autocar in the UK, much like Hachette-Filipacchi operates Car and Driver and Road & Track in the States. And just like that duo, the British pair have perfectly good websites of their own. So why go after a blog-like site like PistonHeads? Simple, it's all about the community, stupid. The print mags have roughly 200,000 readers. The website gets 28

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