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Conde Nast Changes Longterm Beauty Ad Policy

Conde Nast has changed a longstanding, if sometimes vague, advertising policy -- called internally the "beauty rotation" -- which "dictated  the order in which ads from Revlon, Estee Lauder, L'Oreal and Procter & Gamble appeared in the front of certain... magazines," writes Michael Sebastian. Ads from Revlon were always first, "when the companies bought multi-page spreads in the opening section of the magazines, before the table of contents. And it appears to mean that the amount of money the companies spent on ads was not a factor in their placement, according to people familiar with the arrangement." Conde Nast execs reportedly had been "been trying to fight the policy for years. It made it very hard to break new beauty business."



Read the whole story at Advertising Age »

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