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Consumer reports starts advertising

Dan Grech Mar 18, 2008

TEXT OF STORY

Scott Jagow: If you open up the Money section of today’s USA Today, you’ll see an unusual full-page ad. It shows one of those car window signs that says “pushover on board.” And it warns against buying extended warranties on cars. Who paid for this ad? You might be surprised. Dan Grech reports.


Dan Grech: For most of its 72-year history, Consumer Reports waited for readers to come to it for advice. Now, the magazine is publicizing its findings.

Ken Weine: We’re trying to advance our mission through a means that untraditional for Consumer Reports: advertising.

That’s Ken Weine, a vice president at Consumers Union, publisher of Consumer Reports.
In addition to USA Today, the magazine also bought ads blasting extended warranties on several car-buying websites.

Nat Ives with Advertising Age says these ads could bring new readers to the magazine.

Nat Ives: The new generation of readers and shoppers need to be inducted into the Consumer Reports habit. My parents have it, I personally don’t yet. Though that, may change, but probably only if Consumer Reports advertises enough to remind me to go there.

The ad today promotes the latest issue of Consumer Reports.

I’m Dan Grech for Marketplace.

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