• August 31, 2011

Polo Ralph Lauren is taking over all available ad inventory as the sole sponsor of The New York Times' iPad app in September, including special sponsorship deals that give readers free access to five sections -- Fashion & Style, Travel, Home & Garden, T Magazine, and Sports. The ads will include special live-streaming video of Polo Ralph Lauren's runway show during Fashion Week, scheduled for Sept. 15.

Usually, up to six advertisers can appear in the NYT iPad app at the same time. This is the first time that a single advertiser has taken over the app, and the first time an advertiser has been able to sponsor reader access to specific sections around the NYT paywall. Carmaker Lincoln has been providing a select group of frequent readers with free access since the paywall went up in late March.--Erik Sass