Laird Noller Automotive

To some extent, we all suffer from a little bit of carism. Thanks largely to company's self-branding and media images; it's all too easy to categorize different makes. For example: What do you think when you see a Jaguar? Luxury. Audi? Fast. And, Ford? Fuel-efficient and practical, right?

Kind of. Practicality and fuel-economy will likely forever remain pillars of the Ford brand. And people craving something "sexy" (or super fast, if you will…

Avid readers of the NYTimes.com, this one is for you. LINCOLN, the luxury division of Ford Motor Company, is footing the bill for subscriptions of approximately 200,000 online readers, through 2011. That gives sponsored readers about $150 in extra pocket money.

How do you get sponsored? You have to be selected. And, you have to be among NYTimes.com most loyal users. "The LINCOLN offer is being made to a predetermined list of highly engaged readers," says a Times spokeswoman. "It represents a very small percentage of the top tier."¹ If you are one of the chosen…