Ford takes a tough look at magazines

Serafin, Raymond
May 1993
Advertising Age;5/10/1993, Vol. 64 Issue 20, p50
Trade Publication
This article reports on the efforts of Ford Division to conduct an analysis of magazines carrying the brand image of the company. The automaker eliminated about 100 titles before settling on a list of 150 invited to an April 30, 1993 briefing on how they could compete for the division's 1994 model year business. Ford Division spends an estimated $115 million a year on magazines. Robert Mancini, senior vice-president media director at Ford agency J. Walter Thompson, said that the company used research studies by J. D. Power & Associates, Simmons Market Research and others to develop profiles of prospects for each Ford model and compared them with specific magazine readers. Ford also looked at Audit Bureau of Circulations figures and evaluated editorial compatibility. The titles that made the first cut will come back with proposals on rates, positions and cancellation privileges. So far, all magazine categories remain represented on the list.


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