General Interest Mags Don’t Sell Cars

Newspaper and magazine ad buys by auto companies are down 24% this year through July, from $1.8 billion to $1.4 billion at magazines, and from $1.1 billion to $754 million at newspapers. Conversely, total auto spend for online ads is up 51.6%, from $110 million to $159 million.
According to Brandweek, Steve Parr, president of Primedia’s enthusiast media division, which publishes Automobile and Motor Trend, said the publishing industry needs to realize that the situation’s not going to change. “Automakers are realizing that it’s all about targeted media now, and for us that’s good, but for general publications, that’s not so good,” he said. “Almost all of the [automakers] have reduced straight print spend in generalist publications.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.