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A blend of traditional and new media can punch up auto sales
The automotive-advertising business needs to make a pit stop.
Automotive advertising on TV stations is down a scary 10% from 2004 to 2005--and more bad news is on the way. Major auto strikes are looming, threatening to hurt media revenues more. And that's not all: Internet and cable businesses are increasingly serious competitors.
What is an ad-sales executive to do--especially when auto advertising is 25% or more of the station's total revenue, the most of any ad category?
The answer comes from the Internet. The future of auto marketing, say experts, is a blend of traditional and new media.
"It's pretty powerful combination, broadcast and the Internet," says Paul Accinno, president/CEO of WorldDealer Inc., a company that creates automotive Web sites for stations. "Multi-platform convergence is a must for stations." He will head a special automobile session at the TVB conference.
Station web sites are key
A WorldDealer site lets consumers browse, shop and buy--all with the brand association of a TV station. WorldDealer has done deals in San Francisco, Pittsburgh, Wheeling, W.Va./Steubenville, Ohio, and Johnstown/Altoona, Pa.
Katz Television Group President Jim Beloyianis urges stations to move into...