There's been a lot of worried talk in the Formula 1 paddock this season. Audiences are falling and the sport is failing to generate new ones.
Setting aside accusations that F1's promoter doesn't promote the sport as well as it could, and the fact that its media strategy pretty much stops at the end of a TV camera lens, just how do you make the sport relevant to a new generation?
Facebook, Twitter, Instagram and YouTube could all provide a platform for engagement, but they are merely media and can't really get to the heart of how and why people engage with sport in the first place.
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Ben Anderson is Autosport's Grand Prix Editor and one of our track testers. He holds an undergraduate degree in journalism studies from the University of Sheffield and joined the title in March of 2008, after eight months working in local newspaper journalism for award-winning weekly the Surrey Mirror. He has raced karts and cars since the age of 11, and occasionally continues to do so around his reporting commitments for Autosport.@BenAndersonAuto More features by Ben Anderson