The idea of a presenting sponsor taking ownership of a media channel is not new. As a tactic it enjoyed its broadcast heyday between 1930 and 1960, and has popped up periodically across all media ever
since. Still, as I flicked through the August 22 issue of the New Yorker it dawned on me that it's time is now. As many will have read, that New Yorker issue had only one advertiser. Retail giant
Target, abetted by Hayworth Marketing & Media and Peterson Milla Hooks, bought every ad site in the issue and then populated those spaces with exclusive images fashioned by world-renowned
illustrators. The idea was that the works could have been in the magazine on artistic merit alone, but all incorporated the Target bulls-eye in one way or another, collectively giving the retailer
ownership of the issue.
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Read the whole story at Adage.com, August 22, 2005 »
