NEW YORK – Ford Motor Co.’s Lincoln-Mercury Division last week released its print plans, and for many reps the news was not good: The number of titles the division uses in the upcoming 1994 model year will be cut by 25 percent. That, according to Arthur Kesteloot, senior vp/director of marketing communications at Lincoln-Mercury agency Young & Rubicam/Detroit, means the division will use between 45 and 50 magazines. ‘The strategy is to focus where we advertise and be more dominant when we do,’ Kesteloot said. That plan, he said, would leave Lincoln-Mercury print spending about flat with last year. He declined to disclose the spending level. But, according to Leading National Advertisers, Lincoln-Mercury spent $31.2 million in print in 1992. Books that fared particularly well in the division’s plans included Time, Sports Illustrated, Family Fun and Parents.
Copyright Adweek L.P. (1993)
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