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HACHETTE READIES PROMOTIONAL PUSH FOR CAR TITLES

Move Comes as Ad Pages for Auto Titles Slip

By Published on .

DETROIT (AdAge.com) -- Hachette Filipacchi Media U.S., New York, breaks its first promotional ad campaign in seven yearsfor its two auto-buff books: Car and Driver and Road & Track.

The four-week push starting Feb. 4 includes print ads in trade books and e-mail blasts with animated video spots to more than 1,000 influential automotive and advertising executives.

The effort was handled in-house by Integrated Marketing Group. Al Silverstri is the creative director.

According to Publishers Information Bureau, Car and Driver saw its ad pages slip by 17.3% in the fourth quarter of 2001 to 291.48 from 352.25 in the same quarter of 2000. Road & Track's ad pages fell by 4.1% over the same period to 318.99 from 332.74.

A Hachette spokeswoman said the time is right to reinforce the auto authority of the two books. She said Road & Track's redesign late last year has helped generate non-car business from fragrance and electronics' marketers.

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