Bon Appétit, Kraft Create Corner Takeover Ads

With print ad dollars increasingly harder to come by, publishers are more willing to accommodate marketers’ requests to use what’s traditionally thought of as editorial space.
 
The latest example is in Condé Nast’s Bon Appétit, where Kraft Philadelphia Cream Cheese is running a series of page number “takeovers.” The fractional ads, which are labeled as such, appear in the corners of 10 pages in the June issue.
 
The ad buy was handled by Robin Steinberg of MediaVest, who has been pushing publishers to rethink the traditional boundaries separating ads and editorial content.
 
“The goal was to communicate the message of alternative uses of cream cheese,” said Steinberg, svp, director of print investment and activation at MediaVest. “Using the page numbers was a unique idea. For Condé Nast, I think it’s a big deal.”
 
Print ads are increasingly creeping into editorial space. Scholastic Parent & Child has been running ads on the corner of its covers and interrupting editorial content inside the magazine. Hearst’s Esquire recently ran a cover flap that opened to reveal an ad on one side.
 
Condé boss S.I. “Si” Newhouse is known for being staunchly protective of editorial space in his magazines, though. Two years ago, in another MediaVest deal, Starbucks took over Bon App’s business-side masthead. A corporate memo subsequently informed company sales and marketing management that mastheads are editorial content and shouldn’t be used in ads.
 
Since the recession hit, however, the company has loosened up as it tries to figure out new ways to wring revenue out of its magazine brands.
 
“I think he tends to be pretty sensitive about anything that interferes with editorial,” another Condé publisher said. “In his gut, I think he would be, ‘I’m not cool with [the Kraft ad]. But it’s a different year.”
 
A Bon App spokeswoman said the magazine ensured that the ads complied with American Society of Magazine Editors’ guidelines—and corporate policy.



Publish date: May 16, 2010 https://dev.adweek.com/digital/bon-app-tit-kraft-create-corner-takeover-ads-115371/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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