BMW benefits from audio books; Most who download stories don't own one of carmaker's models.(News)

Automotive News Europe,  October, 2006  by Jackson, Kathy

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Byline: Kathy Jackson

To reach consumers across the globe, BMW's marketing department has decided to put less money and effort into traditional media such as TV and newspapers.

It is testing new ways to reach consumers such as giving them the chance to download audio books and other material from the Internet.

"Classic media does not work as well as before," says Timm Kehler, BMW's vice president of innovative marketing. "We want to shift away from just buying media to a more creative approach."

BMW's most recent online marketing campaign involving ...

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