General Motors Wants To Start Buying Newspaper Advertorials

Is this what it's come to GM? Newspaper advertorials? Click here to read the full article.

Today Advertising Age is reporting that General Motors, who has already significantly cut back on their newspaper adverising, is interested in buying newspaper advertorials. I can't decide if this is one more sign that the end is near for newspapers or if this is just a really stupid decision by General Motors.

I'm going to cut straight to the point. If full-page advertisements and ten-page pullouts don't get me to act upon a new car special, then tell me why I would decide to take ten minutes or more out of my day to read an advertorial that was paid for?

Advertorials are a paid advertisement in the form of an article. It is a mix of an advertisement and an editorial. They have been successful for companies facing PR scandals and problems as well as companies who are just trying to change their image while voicing their opinion to their consumers. Many large corporations used them in the past; before the power of the internet. As you could imagine, companies adapted to the web and found ways to reach their consumers, not via a dead medium.

Why would General Motors announce that they are interested in advertorials? I don't understand why they consider this news. Why not announce they are working on mobile content? Why not announce they are working on viral web sites for young consumers to groom them to become loyal GM drivers? What about five minute commercials to run in news across the top 10 markets?

These are not ground breaking media ideas but then again, Advertorials are old news.

Hopefully this helps GM with their sales a little better than display ads did. Look out for these new advertorials and you tell me if they urge you to buy a new car.