Publishers, Automakers Ink Multiplatform Deals

january 17, 2007  12:28 pm
Ford Motor Co. is using Beyonce Knowles, video games, Rolling Stone magazine's Web site, and AOL’s social networking pages in a multimedia launch for its 2007 Ford Edge in December, reports Mediaweek. "If there was a word for the media mix for '07, it's about engagement," says Phil Cowdell, CEO of Ford Media Services. "The auto industry realizes its marketing and communications is crucial at this time." The trend is clear: Auto industry advertising in print magazines dropped 11 percent in 2006, according to Publishers Information Bureau. Cowdell tells the magazine that carmakers will increasingly turn to new media platforms that can better engage consumers and offer measurable results.