“As we all know, that’s an art form,” says Cessna spokesman Doug Oliver. “There’s going to be more of a laser focus on publications that we think are going to be most supportive in leading to sales of aircraft.”
According to Adweek, Cessna spent $3 million nationally on media buys for 2008.
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“I would naturally assume that’s not going to be the case in 2009,” Oliver says. “We’re not going to make as much money as we did in the past, and business is off a bit, and lots of things are being looked at for where we can cut.”
He says Cessna is looking for “where can we focus our resources for best results in these trying times.”
And that’s not likely to be trade journals that cater to operators and enthusiasts. Publications like The Wall Street Journal are better bets.
Cessna has made several advertising changes.