Lexus Changes Tune, Seeks Print Paid Placements

Lexus is talking to a number of major publishers about several new product-integration ideas for print that blur the line between editorial and advertising content - including paying to put its cars in editorial photos, Mediaweek reports. This seems to contradict recent statements from Lexus that it would not adopt such practices.

One idea Lexus is floating are modified “advertorial”-type stories. But the stories would not be labeled advertorials and would be written by magazine staff writers - making it difficult, if not impossible, to distinguish as a paid advertisement.

According to Bill Ussery, Lexus product communications manager, the problem with regular advertorials is that “in some cases, it smacks of an ad, and the reader says, ‘I’m not going to read that - they want to sell me something.’”

While companies, including Lexus, often supply products in exchange for the possibility - but no guarantee - of it appearing in print, Lexus is also exploring deals that would pay to put its cars in editorial photos.

But in an AdAge article earlier this month, Ussery said the company would not adopt such paid placement practices. “I don’t think you can pay any magazine or any editor to place your product in there,” Mr. Ussery said.