In 1894, when Giffard was editor in chief of newspaper "Le Petit Journal", he organised what is considered to be the world's first car race from Paris to Rouen, sporting events were a tried and tested form of publicity stunt and circulation booster. The paper promoted it as a "Competition for Horeseless Carriages" (Concours des Voitures sans Chevaux) that were "not dangerous, easy to drive, and cheap during the journey". Thus it blurred the distinctions between a reliability trial, a general event and a race, but the main prize was for the first across the finish line in Rouen. 102 people paid the 10 franc entrance fee.