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NEW YORK For most of the Internet’s brief history, reaching 20 million U.S. car buyers for a product launch meant calling the Web portals. But new options promise to give portals a run for their money when it comes to attracting advertisers seeking mass reach.
Toyota yesterday executed a home page roadblock for the 2008 Highlander SUV. Unlike the roadblocks it used when the campaign began in July, this one took place on 130 newspaper and local TV sites large and small, reaching over 22 million users.
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