• Ad Age, Thursday, May 10, 2007 11:02 AM

While it has slashed the amount of space it buys in newspapers, General Motors Corp. still wants to talk about advertorials and other opportunities with the industry, says CEO Rick Wagoner. He tells the Newspaper Association of America conference that because GM vehicles are "no longer on sale all the time," it no longer needs to buy so many ads touting "the deal of the month." But, he adds, "one area where we're beginning to do more, and will want to work with newspapers to explore new options in, is advertorials." The company is also interested in working with publishers that cross international borders: "Some of you own foreign-language newspapers that may have links to papers in other countries," he says. "Hispanic papers with links to South American or the Caribbean, for example. Others, I'm sure, have business or editorial connections with foreign newspapers that we at GM probably have no idea about." Further, he wants to see some fresh creative. "We're working hard with our agencies on this assignment, of course, but I want to note that we're open to new thinking from everyone in this area," he says.

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