Area car dealers want you to know “it’s the best time in years to buy a car.” Trouble is, with their industry in crisis, they don’t have the advertising budget to spread the word.
However, KUSA-TV and KTVD-TV are driving to the rescue: A campaign of public-service announcements is slated to launch on television this week. Additionally, radio spots on eight Clear Channel stations are already running.
“They understand this is an important segment of the economy,” said Tim Jackson, president of the Colorado Automobile Dealers Association. “Certainly in this credit meltdown,” auto and housing industries are crucial to recovery.
“Automotive is a significant component of our business,” said KUSA president and general manager Mark Cornetta. “It has us a bit concerned.”
Nationally, automotive advertising for 2008 declined by nearly 20 percent.
The stations are being “good corporate citizens” by donating air time, Jackson said. There is no agreement for paid advertising in the future, “no quid pro quo,” he said, simply a matter of “business helping business.”
The campaign is modeled on one launched by the National Automobile Dealers Association that is running in Chicago; Phoenix; St. Louis; Memphis, Tenn., and other markets.
Until six months ago, the automotive category represented nearly a third of all electronic- media purchases.
Joanne Ostrow: 303-954-1830 or jostrow@denverpost.com
