People passing by newsstands this morning might have been surprised to see the cover of the New York Post without its usual headlines or teasers.
Instead, the tabloid had a cover wrap with an advertisement for the New York skateboarding and clothing store Supreme. It’s the first time the Post has done a wrap for every paper on newsstands, said CEO and publisher Jesse Angelo.
Certain retailers have reported they’re sold out, Angelo said. The exact number of copies sold isn’t yet known, but the New York Post claims to have a daily circulation of 421,068. Angelo said additional copies were printed, though he did not say how many.
“Supreme’s the FOMO master,” said Linda Holliday, CEO and founder of Citia, in an email, later adding. “Aside from generating buzz, new trials (and much needed income for the Post,) I pray some of the buyers actually read it-love it— and buy another. That would move this from clever to brilliant.”
The cover coincided with Supreme’s release of its preview for the fall/winter season.
Angelo, who called Supreme “one of the most iconic New York brands,” said, “We just thought it was going to make a splash and be interesting.”
The company approached the publisher last spring with a request to work together on something the tabloid had never done before.
“We were really excited to have a partner that was looking to do something really impactful like that,” said Shannon Toumey, co-head of Post Studios.
Post Studios worked with Supreme to develop the wrap, which shows the New York Post masthead and the Supreme logo on the front and back.
The publication also allowed Supreme into its Bronx printing facility to film the production. It was the first time the Post allowed a partner into its facilities to produce content for a campaign, Angelo said.
Angelo declined to say how much the campaign cost, and Supreme did not immediately return a request for comment.
“We’re always trying to do things that are going to be remembered,” Angelo said. “If the reaction we’re seeing on the newsstands is any indication, this is not going to be forgotten.”