Magazines Turn to Cover Ads

Magazines Turn to Cover Ads - NY Times August 10, 2009...

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NY Times August 10, 2009 Advertising Magazines Turn to Cover Ads, and Even Pouches, for Revenue By STUART ELLIOTT BEFORE the recession, magazines had little in common with marsupials. Now, though, magazine covers are starting to sport pouches. For instance, the cover of the September issue of a Hearst magazine, House Beautiful, will include a pouch containing a chart that readers can pull out and save. The chart, offering tips on choosing colors for home decorating, carries an advertisement on the back for Glidden paints, part of a new campaign with the theme “Glidden gets you going.” What gets magazines — and other traditional media — going these days is the need for new sources of revenue. Although back covers of magazines have carried ads for decades, the front covers had long been sacrosanct as pitch-free zones. But just as newspapers (including this one) have begun to sell ads on the front pages of sections, magazines are selling space on or inside front covers. For example, Entertainment Weekly magazine, part of the Time Inc. division of Time Warner , included a pocket on the cover of its April 3 issue that contained a pull-out ad for a new series on ABC, “The Unusuals.” Esquire magazine, also published by Hearst, printed special covers for its February and May issues with special ads that appeared on the back side of editorial content. The proliferation of ads associated with front covers concerns an organization representing the
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Magazines Turn to Cover Ads - NY Times August 10, 2009...

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