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Article: Scion chases cool kids in cool mags; Obscure magazines that appeal to Gen Y attract brand's cash.(Marketing)(Toyota Motor Sales U.S.A. Inc. Scion Div.)
- Article from:
- Automotive News
- Article date:
- March 21, 2005
- Author:
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Lillie Guyer
Don't look for Scion ads in mainstream magazines. Instead, try such titles as XLR8R and Beautiful Decay.
Scion, the youth brand of Toyota Motor Sales U.S.A. Inc., advertises in 15 to 30 lifestyle magazines a month. Most of them are obscure and cover the arts, music or pop culture.
Nontraditional titles make up 75 percent of Scion's magazine ad buys, says Dawn Ahmed, Scion's national marketing communications manager.
Always on the lookout
"We are always on the lookout for new magazines that appeal'' to Scion consumers, Ahmed says. "We will continue to focus our efforts on smaller publications that fit well ...