Publishers Pitch Power of Medium to Automakers

With Toyota trying to recover from its safety recalls and rival automakers angling for its market share, local newspapers and broadcasters have largely reaped the advertising benefits. But publishers of consumer magazines, who have seen their auto ad spending drop precipitously in recent years, are trying to use the recall fallout to lure automakers back to the kind of branding messages that traditionally have benefited their medium.

“Toyota is an incredible company, and they’re going to react to this and be back in the market in a pretty big way,” said one magazine executive, who declined to speak for attribution.

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