This is a bit off topic, but the “New York Times has an article”:http://www.nytimes.com/2005/08/12/business/media/12adco.html?ex=1281499200&en=882fe6685315a047&ei=5088&partner=rssnyt&emc=rss _(registration probably required)_ saying:
bq.. The Aug. 22 issue of “The New Yorker”:http://www.newyorker.com/, due out Monday, will carry 17 or 18 advertising pages, all brought to you by the “Target”:http://www.target.com discount store chain owned by the Target Corporation. The Target ads will even supplant the mini-ads from mail-order marketers that typically fill small spaces in the back of the magazine.
The Target ads, in the form of illustrations by more than two dozen artists like Milton Glaser, Robert Risko and Ruben Toledo, are to run only the one time in the issue. They are intended to salute New York City and the people who live – and shop – there.
Many mainstream magazines like Time and Life have published what are known as single-sponsor issues, carrying ads only from marketers like Kraft Foods and Progressive insurance. Target has been a sole sponsor before of issues of magazines, among them People.
The goal of a single-sponsor issue is the same as it is when an advertiser buys all the commercial time in an episode of a television series: attract attention by uncluttering the ad environment.
Month: August 2005
Ipsos Reid has released a number of updated statistics and reports over the past week. The biggest news is that net usage has eclipsed even TV amongst young adults. Plus a report on use of blogs and whether we trust them.
Internet usage: Ipsos-Reid reports Canadian usage of the ‘net is up to an average of 12.7 hours a week, compared to three years ago at 8.7 hours in 2002. It comes at the expense of radio (11 hours), but TV (at 14.3 hours) is not faring so well either.
Looking for some light reading for the weekend? I suggest you check out CMO Magazine’s E-mail Marketing Special Report…
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