Publishers look to lure back automakers

02/22/2010 | Mediaweek

Views among publishers are mixed on whether Toyota, which pulled some of its magazine ads from monthlies in April because of its recall woes, in the second half of 2010 will ramp up its buys, avoid the medium altogether because of its staying power as a branding tool, or use magazines for event and lifestyle marketing. Rival automakers may boost their spending to try to capitalize on Toyota's image problems, according to this article.

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