'Cosmo' Gets Extra 'Cover' Sponsored By L'Oreal

The May issue of Cosmopolitan is raising some eyebrows (get it?) by integrating an advertiser, L’Oreal, into the cover -- or rather, an extra cover that is attached to the real cover.

The peel-away cover, which is only included in issues that are mailed to subscribers, includes a teaser for editorial referring to a contest hosted by L’Oreal Paris along with a number of other editorial headlines.

The L’Oreal contest teaser invites readers to enter to win $500 worth of free L’Oreal Paris makeup, and directs them to more editorial information inside the magazine. The other headlines refer to real editorial content, but with a focus on fashion and beauty, including “Selfie Special,” with hair and makeup tips.

Readers can then peel away the sponsored cover to reveal the “real” cover, or rather one of two “real” covers, which are standard Cosmo, featuring cover model Kaley Cuoco Sweeting of “The Big Bang Theory” and promises of 24 “big bang” sex tips.

According to Fashion Week Daily, Cosmopolitan’s editorial team designed the removable cover, which resembles a normal Cosmo cover, although the close-up photo of model Robyn Lawley is unusual enough to tip off many readers that it’s not a standard cover. L’Oreal also has ten ads inside the issue, not including the editorial mention of the L’Oreal contest. Because the contest is mentioned in editorial, the peel-away cover and the mention of L’Oreal aren’t technically advertising, even though L’Oreal paid for them.

Time Inc. To Purchase IPC Media, Take $1.4 Billion in Debt 

This week Time Warner announced that Time Inc.’s impending spinoff will include the assumption of $1.4 billion in debt, which the newly independent company will use to acquire IPC Media, its corporate sibling in the U.K. Time Inc. will raise the debt in the form of unsecured senior notes; any cash left over after the IPC acquisition will revert to Time Warner. Time Warner expects the spinoff to be complete by the end of the second quarter of this year.

Gervino to Billboard EIC

Tony Gervino has been named editor in chief of Billboard magazine, replacing outgoing EIC Bill Werde, owner Guggenheim Media Entertainment Group announced this week. Gervino previously served as executive editor of Hearst magazines International, where he oversaw all the company’s international magazine groups and also presided over the launch of new brand initiatives for titles including Car & Driver. Meanwhile, editor Joe Levy is assuming a new role as editor at large, effective April 28.

New Editorial Appointments at Food & Wine

Food & Wine announced two new editorial appointments this week. First, Sarah DiGregorio is joining the magazine as senior editor in the food department; she previously served as food editor for Parade magazine, and before that was senior editor at Food Network Magazine. Meanwhile, Yaran Noti has been named features editor; he previously worked at Food Network Magazine, helping to produce features, trend stories, packages, and special sections.

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