• by Karl Greenberg , April 19, 2010

Buick says it will be one of only six companies to advertise on The Wall Street Journal's new application for Apple's iPad.

The ads, touting the LaCrosse sedan, are placed between each section of the digital paper and can be viewed when swiping past certain pages. Users can tap the touchscreen on the ad to learn more about the vehicle.

The company is running a rotation of three full-page digital print ads, and an expandable "toaster" unit (which includes a pop-up video). Mobile, print and display advertising were also part of this LaCrosse media buy, per the Detroit automaker. The Wall Street Journal launched the app on April 3. Analysts at firms like Piper Jaffray reportedly pegged the iPad's first weekend sales at around 700,000.

"We believe Wall Street Journal readers will be some of the first to purchase the latest technology from Apple," says Craig Bierley, Buick and GMC's director of advertising and sales promotions, in a release.

Meanwhile, General Motors says that Buick and GMC led the company's sales gains in March, and that the two divisions posted sales numbers 54% higher than March last year. The company says Buick did the best, with sales up 76% versus the month last year. GMC sales were up 45%. And LaCrosse led Buick, with sales up 236% for the month. GM said year-to-date sales through March of the LaCrosse were up 197%.

Separately, Roger McCormack has been tapped as product marketing director for Buick, effective immediately. McCormack had been U.S. vehicle marketing director for Cadillac since November 2008. He replaces Bierley, who was named to his current position last month. McCormack will report to John Schwegman, VP marketing for the division. The moves come as Buick is gearing up to re-introduce the Regal sedan this summer as a midsize sedan.