Magazine article Editor & Publisher

GM Chief: Ads Going to 'Where Our Customers Are Going' -- the Internet

Magazine article Editor & Publisher

GM Chief: Ads Going to 'Where Our Customers Are Going' -- the Internet

Article excerpt

This morning, publishers heard from a representative from one of the most important retail advertisers, Macy's. This afternoon, attendees at the Newspaper Association of America's annual conference got an earful from the automotive industry. G. Richard Wagoner Jr., chairman and CEO of General Motors, explained to the audience during a keynote luncheon speech this afternoon why GM ad spend is down in newspapers. Just like Macy's, GM has shifted its strategy and the way it reaches customers. Just like newspapers, GM is being forced to change its busines model. "We are less focused on the deal of the month," said Wagoner. "We're not buying spots continuously." As such, the endless stream of ad buys promoting huge deals is slowing considerably. But he suggested that GM is moving to buy more advertorial space in newspapers. More to the point, Wagoner told a group of newspaper executives that his company is going to "where our customers are going" -- i.e. the Internet -- and that is why newspaper auto advertising has decreased over the last several years. There are opportunities for newspapers to gain more ad dollars, including opportunities to reach people on a global scale. …

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