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Magazine auto ads go beyond printed page; Theme issues, even 3-D glasses now part of the package.

Article Excerpt
Byline: Mary Connelly

Automotive marketers are sending magazine publishers a strong, clear message: Give us more - a whole lot more - than just a page of print advertising.

Car companies spent about $1.84 billion to advertise in U.S. magazines last year - down 13.3 percent from 2005, according to TNS Media Intelligence. Several major automakers say their magazine ad budgets will be flat at best this year.

But even without the promise of substantially higher spending, automakers are demanding that publishers do more to link print advertising with promotional events, online and broadcast campaigns and even cell phone marketing.

The types and complexity of such programs are growing. Some examples:

* Last year, Ford division and Hachette Filipacchi Media U.S. created a nine-month initiative aimed at promoting the Fusion sedan to women. The campaign inspired the magazine company to create an event marketing unit. Some marketers who turn to the unit may never buy a print ad, says the executive who heads the new group.

* Toyota Division is creating customized advertising in Complex magazine, which appeals to young urban men. Each boldly graphic ad for the Toyota Yaris appears just once...

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