Bon Appétit, Kraft Create Corner Takeover Ads
Mediaweek, Monday, May 17, 2010 11:05 PM
With print ad dollars increasingly harder to come by, publishers are now accommodating marketers' requests to use what's considered editorial space. The latest example is in Condé Nast's Bon Appétit. 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.
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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. Hearst's Esquire recently ran a cover flap that opened to an ad. In a tough ad climate for print, once sacrosanct areas are up for grabs. A Bon Appétit rep said the magazine ensured that the ads complied with American Society of Magazine Editors' guidelines-and corporate policy.
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