Journalists and the magazines get paid nothing for featuring cars, however there are a few magazines run by the big publishing brands (Haymarket, Emap) who tied advertising deals to content appearances (i.e. sign up to a dozen half-page ads in the year and we will agree to do a feature that shines the attention on your brand). But those are few and far between because the advertising and editorial departments reside in different locations (and as far as the editorial team are concerned, reside on a different planet!).
Every manufacturer sets aside press and promotional cars, and these are provided for launch, comparison tests, feature articles, road tests and running reports. The journalists drive them, sometimes break them and the manufacturer pays for it (except for fuel and some consumables).
In my experience some of these press cars are (surprisingly) quite poorly prepared. I was driving a TVR Tuscan a few years ago that had been provided for a group test (with Porsches and BMWs no less) and yet had visible glue around the trim and several bits were broken when delivered. Then there was a Boxster we picked up for test (the new 987 model at the time) which was delivered with hardly any engine oil. And then my favourite, the RS4 I drove to Marbella for the M3 launch that was delivered to my home (by Audi) still with its heavily damaged bonnet (after a truck rolled into it).
Anyway back to the topic in hand, as Simon knows I have occasionally influenced the magazine content of EVO, it helps to provide the context of an interesting car in an interesting setting (i.e. driving an Aero 8 to Le Mans), so what manufacturers need to do is to present a few storyboard opportunities that feature their car. The rest is up to the journalists.
One test that I know has always been of interest is to compare a Weissman with an Aero 8, the magazine has often been promised a Weissman but its always failed to be delivered. So if CM had a word with a friendly Weissman owner and delivered it plus an Aero 8 to EVO's offices, then there's a good chance they would test them both and write an article. With the magazine moving from 12 to 13 editions it has become very hard to find time to 'arrange' stories, so if the manufacturer saves them some time then they are likely to be grateful.
