Saturday, June 18, 2005

Business Week: Toyota Moves for Product Placement in Magazine Editorial Content

Toyota Motor Corp. has asked at least three major magazine companies to explore product integration -- that's product placement to you and me -- of its cars into magazine editorial pages. Say hello to another indicator of changing media mores.
There's no sign that Hearst Magazines, Meredith, and Advance Publications, the parent of Condé Nast Publications, are going along with what would be a major breach of the traditional wall between magazine editorial and advertising units. Still, it's a time, says Deborah Wahl Meyer, vice-president for marketing at Lexus, in which "ideas can cross between advertising and editorial. It doesn't always need to have the 'advertorial' note on top." Indeed, when Toyota came calling at each publisher, its execs talked up a favorite marketing coup: this year's multimillion-dollar deal that put its vehicles on reality-TV show The Contender. (BusinessWeek sales execs say they are discussing advertorials with the car giant.)

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