Toyota Rethinks Spending Strategy on Magazines

Print Budget of $190 Million to Focus on Large-Circulation Pubs
LOS ANGELES–Toyota Motor Corp. is expected to announce in coming weeks that it will concentrate its print spending this fall on a core group of large-circulation magazines, many of which will likely be part of corporate buys.
Independent publishers or companies with small stables could be shut out of the 2001 model year. The plan was said to be jointly developed by Toyota and its agency of record, Saatchi & Saatchi Los Angeles in Torrance, Calif.