FAG Kugelfischer's short, failed fight against INA's takeover bid is apparently taking an unexpectedly high financial and personnel toll on the company.

In the time since INA's takeover bid was announced on September 10, both INA and FAG waged high-profile and extremely expensive media campaigns. FAG went on the offensive early and often in its attempts to convince shareholders and institutions not to sell their shares. INA responded, but apparently not to the same extent.

FAG took out massive numbers of large, expensive ads in the German general news and financial press. Handelsblatt, Financial Times Deutschland and Frankfurter Allgemeine Zeitung were among FAG's primary outlets.

The five-week media blitz is expected to significantly impact FAG's financial results for the year, but the extent is unknown at this point. CEO Uwe Loos said the effect, "isn't clear," but that, "We will book this as an extraordinary item in our accounts."

Separately, WirtschaftsWoche is reporting that FAG Supervisory Board Chairman Kajo Neukirchen will be forced out as INA completes its acquisition of the company. Neukirchen did not attend the meetings last weekend which resulted in the takeover agreement between FAG and INA. He is also CEO of MG Technologies AG, a German chemicals and engineering company.