• Editor & Publisher, Wednesday, October 10, 2007 11:15 AM

Sunday supplement Parade is rolling out single-topic pullout sections it hopes will appeal to ad categories like automotive, financial services and corporate branding, where it feels it is not getting its fair share of the action. "Parade Selects" will be single-sponsor and aimed at companies with multiple brands, but will be produced by its own editorial staff and under its control.

Clorox is sponsoring the first, set for Oct. 14 and titled "Your Healthy Home." The 16-pager will have stories on such topics as cold prevention and comfort foods, and Clorox will use it to tout seven of its household product brands, including bleach and disinfecting wipes. The next edition will come out Nov. 18 and will be called "The Digital Home"--and while Parade won't identify the sponsor, it says it is a major electronics firm.

Parade has thus far come up with 25 topics for the pullouts, including holiday shopping, personal finance and family. The magazine hopes to publish at least five Selects next year, according to Randy Siegel, president and publisher. Parade is also pitching a new ad unit in the form of freestanding cards for coupons and messaging--a format Sigel sees as appealing to packaged-goods companies. "We've been encouraged by a lot of our newspapers to think about ways we can creatively evolve," says Siegel.

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