All 14 Hearst magazines are giving their spin on pro-environmental topics as part of a "30 Days of Green" joint editorial and ad campaign in April. It's the latest manifestation of Hearst's
cross-title advertising programs, and it is the first program to run across Hearst's entire portfolio and include editorial content.
eBay is sponsoring the entire package, which includes a
gatefold ad that wraps each title's green edit. The content of the ad is customized for each title. This Hearst initiative is similar to one at Time Inc., in which five dissimilar titles including
Time, People and
Fortune served up ad-sponsored editorial sections on 3-D technology.
Michael Clinton, CMO for Hearst Magazines, says each title got two extra pages and was
told to fill it with green-related content. He says the editors didn't know who the advertiser was, and that eBay wasn't involved in the editorial. Previous 30 Days programs by Hearst have carried
home, beauty and fashion themes, were advertorial-based and ran in a limited number of titles.
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