For most of the Internet's brief history, reaching 20 million U.S. car buyers for a product launch meant calling the Web portals. But new options promise to give portals a run for their money when it comes to attracting advertisers seeking mass reach. Toyota yesterday executed a homepage roadblock for the 2008 Highlander sport-utility vehicle. Unlike the roadblocks it used when the campaign began in July, this one took place on 130 newspaper and local TV sites large and small, reaching over 22 million users. (The roadblock, where advertisers take all the placements on a Web site's front page, has been a staple of Internet buys for years.) Saatchi turned to Centro, a buying service that helps advertisers and agencies connect with local papers. Centro's proposition: national advertisers can submit one order to run a campaign across dozens of local sites.http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003658766
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