• Advertising Age, Monday, March 16, 2009 9:30 AM

Later this month, readers of five dissimilar sibling titles -- Time, Fortune, People, Sports Illustrated and Entertainment Weekly -- will find each magazine giving big editorial coverage to the subject of new forms of 3-D media.

Corporate executives ordered up the 3-D content and each magazine will handle it in its own way. For instance, Time is reporting on the new wave of 3-D movies, while Sports Illustrated is running a 3-D photo section. All the magazines will include 3-D glasses. Added together, the magazines' paid circulation guarantees to top 12 million.

All the 3-D issues be supported by ads from McDonald's, HP and Intel. McDonald's is a marketing partner for DreamWorks Animation's upcoming "Monsters vs. Aliens" from Real D, a technology company devoted to 3-D. As a result of the collaboration, McDonald's is appearing in Fortune for the first time. Another result is that editorial and advertising now have a new way to work together.

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