GM Ends Advertising Boycott of LA Times

GM is coming back to the L.A.Times.What's interesting is this fact:

GM spent around $21 million on ad space in the Times in 2004, up from about $9.9 million in 2003, according to TNS Media Intelligence data. The estimate doesn't include local GM dealers, many of whom weren't part of the boycott.

Why would GM spend over 100% more on ads with the L.A.Times when circulation has been going down?AP