The big advertising change will revolve around technology.
Craig Bierley, Buick's advertising and sales promotion director, wants magazines to be part of an integrated promotional platform that includes a heavy amount of so-called mobile assets, such as Apple's iPad and future tablet applications.
"Mobile is going to become the way most content is delivered to consumers, including print," Bierley said. "With more than a dozen companies introducing tablets this Christmas, magazine content and television content is about to go mobile. Consumers are ready to adopt that, and it's up to us as advertisers to adopt that."
Automotive marketers continue to be interested in magazine content on new digital devices, including video on Web sites and new digital apps for the iPad and other tablet devices.
Kevin O'Malley, publisher of Esquire, said Toyota Motor Sales' Lexus Division is the exclusive sponsor of the magazine's iPad app this month. The app will allow iPad users to access print content plus additional videos with a touch of the screen. Users of competitive tablet devices will be able to access the Esquire app in early 2011.
"What Lexus will be doing is using this amped-up functionality that we have to support their rich media ads on the iPad app," said O'Malley, adding that revenues from automotive print ads still outpace revenues from any of the digital products.
But some remain skeptical of the high cost of some publishers' app marketing programs.
"I'm not going to spend $100,000 for an app without them telling me the interaction rate and the interaction rate with my ad," said Matt VanDyke, Ford, Lincoln and Mercury's director of U.S. marketing communications. "You wouldn't buy a Web site without knowing click-throughs."