• Advertising Age, Thursday, November 20, 2008 10 AM

Magazine industry imperatives that existed before the financial meltdown -- like finding new ways to reach consumers -- probably matter even more now. Despite industry tumult, Rodale's Best Life is going ahead with plans to take over an airline lounge at New York JFK airport. Starting Nov. 24, the Delta Crown Room in Terminal 2 will host the Best Life Experience, where travelers will be offered product samples, a wine bar, driving simulators and other amenities.

i>Best Life has sold 20 ad pages in conjunction with the program. Chief sponsors are Mercedes-Benz, Tommy Bahama, Kendall-Jackson and Clarins.

In another example, Time Inc.'s Cooking Light is supplying recipes to the room-service menu at the New York Palace Hotel. With no ad involvement, the initiative serves as a novel brand extension.

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