Ford Signs Magazine Deals

Ford Motor Co. has inked separate multiyear, multimillion dollar deals with Time Inc. and Hachette Filipacchi Magazines that go beyond traditional ad page commitments, said David Ropes, Ford’s director of corporate advertising and integrated marketing.
While Ford’s separate divisions have signed similar agreements in the past, it’s new for the automaker to sign such large deals on behalf of the entire corporation, Ropes said. The pacts cover ads for both Ford corporate and its divisions (Ford, Lincoln-Mercury, Mazda and Jaguar).
Ropes said the agreements may encompass custom publishing, promotions and Web site programs, as well as traditional advertising.
He declined to reveal the length or financial terms of the contracts. He did say they “definitely [exceed] the scope of the [one-year] deal” signed recently with Martha Stewart Living OmniMedia, which sources valued at about $10 million.
Ford spent $289 million on magazine ads in 1997 and $166 million through the first half of 1998, according to Competitive Media Reporting.
The two deals were negotiated separately, Ropes said. Time Inc. titles include Fortune, Money, People, Sports Illustrated and Time. Hachette’s stable includes Car and Driver, Elle, George, Mirabella, Road & Track and Woman’s Day.
The agreements were orchestrated by a media steering committee made up of representatives from Ford’s central media group; Ford Motor Media, a JWT subsidiary; the key media planning heads at each of Ford’s four agencies; and the key marketing communication managers from Ford’s divisions.
The Time deal includes a multiyear program that starts in Time’s Oct. 5 issue (on newsstands Sept. 28) with an ecology feature called “Heroes for the Planet,” for which Ford will be the exclusive sponsor.