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'Cosmo' May Issue Combines Edit/Ad Cover Lines

Cosmopolitan's May issue "features a relatively new trend... that could further blur the line between advertising and editorial," writes Alexander Steigrad: a double cover, with the top, peel-away one combining editorial headlines with a bottom line advertising a L'Oreal contest, with a full-page ad on the inside of that cover. “It gives me twice the real estate  to explain what’s in the magazine," says Cosmo editor Joanna Coles. "It’s not purely an ad."

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