Ford's Big Media Shift

Ford Motor Co.’s advertising agencies are evaluating how they will be affected by the automaker’s decision–given to media buyers last week–to spend significantly less money on traditional media and focus more on one-to-one consumer marketing.
One estimate has Ford slashing $100 million, or roughly one-third, of its print spending.
Initial reactions by agency executives appear to indicate that the shifting focus is not a surprise and they can easily accommodate it.
Magazine media reps, however, are calling it a “massacre,” since the changes mean a halt to advertising in several major titles.
“All the golf games, all the dinners–it all came to nothing.