STATEMENT OF OWNERSHIP,
MANAGEMENT AND CIRCULATION
The Veloster has a 115-volt outlet that powers an Xbox so those in the front seat
can play or watch movies on a 7-inch screen. It only works when the car is in park.
Hyundai’s Veloster is more than a
car; it’s a hangout.
The vehicle is outfitted with
serious advanced technology and
is targeted to Generation Y buyers,
restless sorts who Senior Manager-Product Planning Brandon Ramirez
said look for distractions during downtime. The automaker’s
research found that when buyers arrive at their destinations early,
be it work or at a university for a class, they want to hang out in their
cars, watching videos or listening to music. “We wanted to provide
technology for those types of occasions,” he said.
To that end, Hyundai is the first to include an RCA cable which plugs
into a standard auxiliary jack. Three plugs—white, yellow and red—can be
put into an Xbox. There’s also a 115-volt outlet that powers the Xbox so
those in the front seat can play or watch movies on a 7-inch screen. For
obvious safety reasons, the system only works when the car is in park and
the brake is engaged. The same screen can be used to upload pictures
and play music.
A Blue Links system allows for hands-free texting, so you can use
voice activation, for example, to tell your boyfriend, “I’m running late,”
and it will appear as a text on his phone. The system has a “location
sharing” feature to post your current location to friends on Facebook.
4. Issue Frequency: Weekly, except for the 1st and 3rd
week of July, 1st, 3rd, 5th weeks of August, 3rd
week of November and the 4th week of December.
7. Complete Mailing Address of Known Office of
Publication: 360 N. Michigan Avenue, Chicago, IL
60601-3806, Cook County.
8. Complete Mailing Address of Headquarters or
General Business Office of Publisher: 360 N. Michigan
Avenue, Chicago, IL 60601-3806.
9. Full Names and Complete Mailing Addresses of
Publisher, Editor, and Managing Editor: Publisher,
Allison P. Arden, 711 Third Avenue, New York, NY
10017-4036; Editor, Abbey Klaassen, 711 Third Avenue,
New York, NY 10017-4036; Managing Editor, Ken
Wheaton, 711 Third Avenue, New York, N Y 10017-4036.
10. Owner (if owned by a corporation, its name and
address must be stated and also immediately thereafter
the names and addresses of stockholders owning or
holding 1 percent or more of total amount of stock. If
not owned by a corporation, the names and addresses of
the individual owners must be given. If owned by a
partnership or other unincorporated firm, its name and
address, as well as that of each individual must be given.
If the publication is published by a nonprofit organization, its name and address must be stated.) (Item must
be completed.): Crain Communications Inc. 1155 Gratiot
Avenue, Detroit, MI 48207-2997; K. E. Crain, 1155
Gratiot Avenue, Detroit, MI 48207-2997. R. E. Crain,
711 Third Avenue, New York, N Y 10017-4036;
11. Known bondholders, mortgagees and other security holders owning or holding 1 percent or more of
total amount of bonds, mortgages or other securities:
None.
12. For completion by nonprofit organizations
authorized to mail at special rates. The purpose, function, and nonprofit status of this organization and the
exempt status for Federal income tax purposes (Check
one).
❏ Has Not Changed During Preceding 12
months
❏ Has Changed During Preceding 12 months.
(If changed, publisher must submit explanation of
change with this statement)
13. Publication Name: Advertising Age
14. Issue Date for Circulation Data Below:
September 26, 2011
15.
Average No.
Copies
Each Issue
During
Preceding
12 Months
No.
Copies of
Single
Issue
Published
Nearest to
Filing
Date
Steve Shannon keeping his
‘foot on the gas’ at Hyundai
SHANNON from p. 6
ferent college.
Mr. Shannon said that
Hyundai tends to be that “
left-brain choice” because of its value,
fuel economy and lengthy warranty. These ads aim to add an
emotional connection and
remind people that buying a
Hyundai isn’t just a rational
choice, but one that comes from a
passion for the brand. Football
was a “great strategic connection
because of the passion for the
sport,” he said.
With Mr. Shannon succeed-
ing such a well-known personal-
ity at Hyundai, comparisons
with Mr. Ewanick are almost
inevitable. But Daniel Gorrell,
president of AutoStratagem, a
research and consulting compa-
ny in Tustin, Calif., said it’s
impossible to compare the GM
chief, a more “flamboyant, out-
there idea guy” with Mr.
Shannon, a Harvard grad with a
more understated style. But he
believes Mr. Shannon, who spent
more than 25 years at GM, most
recently as executive director of
marketing for Cadillac, is
“extremely bright and knows
how to work with a team.”
Hyundai “didn’t need big, new
ideas. They just need stability
and consistency, and he can bring
that,” said Mr. Gorrell. “He can
continue the momentum.”
Mr. Shannon describes himself
as a hands-on manager who
enjoys brainstorming with his
creative team at Innocean, calling
himself “collaborative” and
“team-oriented.” He said he’s
been very pleased with Innocean’s
work so far; said he champions “a
more disciplined approach to
advertising testing,” and has
“amped up” the level of research
in customer reaction to story-
boards and finished work through
focus groups and online testing.
“We show more conceptual work
to consumers than we did before,”
he said. That way “you know in
advance whether you’ve hit one
out of the park.”
“It’s easy to want to parse dif-
ferences” between Mr. Ewanick,
and Mr. Shannon, said Jim
Sanfilippo, Innocean’s exec VP-
chief operating officer. “They’re
very different. But both of them
are fast-moving, demanding and
very bright, and very consumer-
focused,” he said. He said there are
some programs that Mr. Shannon
has evaluated and liked that he’s
continuing (such as the trade-in-
value guarantee) and other areas
VELOSTER:
Mr. Shannon developed an idea of 15-second spots that each emphasized one
different feature of the car (which includes a front-seat screen to watch movies and
the ability to play Xbox —see story, above).
where “he wanted to brighten the
room a little bit.” In particular, he
said Mr. Shannon “is very deter-
mined to have people attach
themselves more emotionally to
this brand,” and build stories
around that concept. “That’s new
territory for us.” He said Mr.
Shannon’s experience working for
Saturn, which was a similar con-
sumer-focused brand, makes him
well equipped to push for the
brand connection in an innovative
way.
Allison P. Arden
Publisher
