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Marty’s Marketing Minutia

This week’s facts, flakes, famous and fatious.

by on Apr.17, 2009

Where is the “D” in NAIAS?

Who says the annual North American International Auto Show has to be held at Detroit's Cobo Hall?

Who says the North American International Auto Show has to be held at Detroit's Cobo Hall?

The “Big 3″ have become the “Detroit 3″ and quite possibly, depending on the next few weeks, evolve into the “Detroit group of 1″ so why is it so damned important the North American International Automobile Show continue its reign at Cobo Hall in Detroit?

It’s not! This is a knee-jerk, xenophobic reaction to an important economic brouhaha that continues unabated in the State of Michigan’s judicial system. But, I suggest, in the court of automotive opinion is the real judiciary – the car companies with the $$$ — are getting a little tired of the tired, costly, dumpy, leaking roof venue and the appalling lack of attention their needs have been addressed.

Just a few miles North via I75 or Woodward is the former home of a testament to bad, inept  management and the one time home Detroit’s toothless Lion’s – the Pontiac Silverdome .

A vast structure with great parking, restaurants and hotels nearby, and great road access. It’s empty. Useless. And is up for sale.  Or could possibly be acquired through eminent domain.

While it’s too small for a full auto show, it could provide the basis of a venue to be developed with the $300 or so million waiting for use.  Hire a sensational architect. Build something really great. Make it the worldwide showplacefor new vehicle introductions. Oh, and hold it when the climate is much better, like during the Dream Cruise? Hmmm. Wouldn’t that be nice?

If the legal bickering continues and progress is stymied,  the 2010 show at Cobo might as well be the last! Other brands will be joining Nissan, Porsche and others in the exodus from the D-word and world at Cobo.

And who wouldn’t blame them?

Auto enthusiast magazines ad plunge continues

The first quarter results from the Magazine Publishers Association continue their precipitous drop of revenue and ad pages into an abyss from which there may be no rescue or recovery.

Publication

09 Dollars

08 Dollars

%CHG

09 Pages

08 Pages

%CHG2

AUTOMOBILE

10,722,945

16,238,010

-34.0

108.37

178.29

-39.2

AUTOWEEK

5,252,587

7,760,091

-32.3

146.68

224.68

-34.7

CAR AND DRIVER

35,440,435

42,412,537

-16.4

170.44

213.80

-20.3

MOTOR TREND

26,595,149

36,367,855

-26.9

159.82

234.82

-31.9

ROAD & TRACK

19,576,984

27,525,796

-28.9

161.23

238.18

-32.3

Total

$97,588,100

$130,304,289

-22.2

746.5

1,089.8

-25.6

Another bit of info and data from MPA suggests a hard core group of loyal readers and subscribers .

         

 

Publication Name

2008 Subscription Paid/Verified

2008           Single Copy Sales

2008           Total Paid/Verfied

2007 Total Paid/Vefified

% Change

AUTOMOBILE

507,023

51,259

558,281

566,360

-1.4%

AUTOWEEK

287,603

0

287,603

258,521

11.2%

CAR AND DRIVER

1,206,826

102,892

1,309,718

1,308,150

0.1%

MOTOR TREND

996,910

117,886

1,114,795

1,126,326

-1.0%

ROAD & TRACK

624,101

89,050

713,151

707,072

0.9%

Totals

3,622,461

361,086

3,983,547

3,966,429

That’s the good news. The number of duplications/crossovers is considered by many media buyers to be a major component.  The not-so-good news is this group has lost its relevant importance as decision influencers on purchases of new cars. They may love cars, but the Internet’s 3rd party sites have become the source of information and reviews for prospective new car buyers

Advertising Age recently reported auto titled magazines are in serious peril as ad spending from GM and Chrysler continues a perilous drop. “Automobile Magazine pulled 21% of ad dollars from GM, while Motor Trend collected 16.2%.” While GM’s ad budgets have been dropping their support of auto enthusiast publications is frankly bewildering and befuddling.  That’s a polite way of saying dumb.

Overall the automotive ad category in magazines has dropped a whopping 43.6% for first quarter 2009 compared to 2008, from $355.7 million to $199.6 million. Ad pages for all auto ads lost 47.5%, from 3,069 pages to 1,612 pages.

Auto ads among top magazine ad nominations

Two automotive ads – Mini and BMW — are in the group of 27 nominations for “magazine ad of the year” competition sponsored by the Magazine Publishing Group as part of its annual Kelly Awards.

Online voting (that’s kinda odd isn’t it for magazines?) will be conducted on the “America’s Favorite Magazine Ad” website, www.mag-ads.com,  through May 29. The contest features the finalist campaigns of this year’s Kelly Awards, as chosen by an expert panel of senior-level magazine advertising clients and creative directors from leading advertising agencies.  The winner of ” America ‘s Favorite Magazine Ad” as well as the winners of the 28th Annual Kelly Awards will be announced concurrently in June.

Cast your vote.  The car ad business needs some good news.

Hyundai’s Helping Hands at the NYIAS

Hyundai offers a helping hand to kids in need during the New York Auto Show.

Hyundai offers a helping hand to kids in need during the New York Auto Show.

Amidst the puffery, pomposities and platitudes dispensed last week in New York, one plaudit should be awarded. The recipient?  Hyundai for its charitable program to help Pediatric Cancer patients throughout America.

As he was about to preview the new concept Nevis, John Krafcik announced the company this year would donate $1.3 million this year to the worthy cause and that a $100,000 check was going to be presented to Columbia University Children’s Hospital later in the day.

Very nice way to top the annual confluence of auto show, Passover, Good Friday and Easter, isn’t it?

Suggested ad spokesperson for GM’s Pontiac G-3

Dial surfing Wednesday night, discovered a new show on the Discovery Channel called The Pitchmen, starring none other than the ubiquitous, uber sales-mench, product pitchman … Billy Mays!

If you have not seen May with his black beard and shining eyes at work on really late night television, pitching some of the weirdest products and cleaning solutions ever invented in mini-infomercials, you must not suffer from insomnia as I do.

Given the glut of Pontiac G-3′s discussed this week on many web sites and on dealer lots, something over a 600 day supply as I recall, Mr. May would be a great presenter.  He’d oxy clean the inventory, ginsu the profit and do a lot better selling distressed vehicles at the automotive equivalent of the $19.95 price for most of his products, at say $1,995.00.

Kia’s Art Cars in New York

Kia Soul art car

The Kia Soul art car is not all that different in looks from grafitti adorned New York City trucks.

Unlike the previously mentioned display of BMW’s museum quality art cars from world renown artists, Kia shocked and surprised jaded New Yorkers and auto journalist types with a fleet of wild, gaudy painted or clad Kia Souls. The Souls were used to scurry attendees from their early cocktail reception to hotels and previously scheduled dinners hosted by a few auto brands.

Commercial of the week: Honda’s Let it Shine

Get ready to smile. Just click to Enjoy.

Scary Ride and Drive Routes

Check out this Yahoo.com site for “the scariest roads in America”

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One Response to “Marty’s Marketing Minutia”

  1. godaNats says:

    hmm.. really like it :)