' Phil Guarascio 06

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I'm not ready to join in the hand wringing over Ford Powerplant Co.'s massive cutback associated with magazine advertising. I have a emotion it's more a hard nosed bargaining ploy than Ford's desire for multimedia deals and promotional fasten ins   which the magazines are whipping themselves into a lather as a result of doing enough of.
The auto publication rack notorious for squeezing the suppliers. When Ford CEO Jac Nasser headed the company's European operations, he tried to beat around the commissions of Ford connected with Europe's ad agencies from 13 % to 10 percent.
And in a single oft told story, Nasser was asked have turned out every third light in a Ford manufacturing unit in Great Britain to force the government to relieve its electricity bill. It worked.
When Nasser was named to perform Ford of Europe within 1993, one of the first things this individual did was fire a few of Ford's suppliers. Months later, he / she renegotiated new deals with them. While doing so, he put the remaining providers on notice that they had superior sharpen their pencils to be on the preferred list. They don't really call him Jac the Knife absolutely free.
Is there a familiar pattern the following? The Ford move to remove magazine publishing houses such as Hearst and Meredith came suddenly along with without negotiation.
Ford's ad agencies didn't know, and some say also people within Ford were unable informed before the ax fell. I am told the magazine schedule for Ford's new truck, the Excursion, had to be revised at the last minute to exchange the exiled magazines.
The magazine market views this carnage as a severe sales problem. 'Ford is signaling the industry that they want us to work with them in a Vous pouvez toujours obtenir un excellent puce dhorloge avant different way,Ha said Christine Miller, marketing vp of the Magazine Publishers of the usa. 'They want us to be genuinely marketing focused and not just advertising focused.'
I agree that Ford is sending journals   and other suppliers   a signal, having said that i don't agree that it is the one Burns was talking about.
If Nasser's discussing tactics haven't changed, in just a few months the magazine publishers quickly shown the door will be in Ford's good graces, a lot poorer for any experience but with the training well learned.
Wasn't it Nasser who proclaimed to their parts suppliers that he desired a 5 percent reduction in their prices every year, forever? And the newspapers have the temerity to ask for rate raises?
One of the key reasons for your squeeze on magazines had been that Ford overspent in other places, such as the up front TV negotiations. David Ropes, director regarding corporate advertising A suo merito 4G and integrated marketing at Ford, was required to get the money from some time, and magazines were any ready target since they be the reason for a third of Ford's ad spending budget.
I'm not at all convinced Ford sees salvation in multititle promotions and cross promotions A million new jobs since 2010 042 such as the one General Motors just cut by using Warner Bros. GM can market all of the Looney Tunes minivans it wants as well as clog the airwaves together with Wile E. Coyote Pontiac commercials to its heart's information, but it's still got to slowly move the metal at the dealer level.
And down in the trenches, things aren't going so well. GM admitted it was delayed in buying TV time in lots of metro markets and didn't buy as much time the way it wanted to. 'In some markets, generally there wasn't enough (TV) supply,' Phil Guarascio, vice president of management and business marketing and advertising, told Automotive News flash. 'It's a commodity using the tape measure 911 situation.'
Employing real trouble with the automobile small business:They view everything they're buying as a commodity. The magazine industry can beat itself right up for not being adept adequate at putting together cross marketing deals, but what the auto guys want is a low sticker price with plenty of haggle.
  
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