The June 2010 issue of Condé Nast's Bon Appétit features a new form of advertising: corner takeover ads. The advertisements, bought out by Kraft's Philadelphia Cream Cheese, appear in the bottom corners of ten out of 112 pages in the magazine, encroaching and displacing editorial content. One such ad is even on the masthead.
Mediaweek wrote about the ads back in May: "Since the recession hit, [Condé Nast] has loosened up as it tries to figure out new ways to wring revenue out of its magazine brands," but that it doesn't break any rules: "A Bon App spokeswoman said the magazine ensured that the ads complied with American Society of Magazine Editors’ guidelines—and corporate policy."
When Gourmet was shut down, Bon Appétit did not see a surge in new subscriptions, and it's certainly a creative solution to finding new ways to create ad revenue. But is this the future of print media? Advertising everywhere?
· Bon Appétit, Kraft Create Corner Takeover Ads [Media Week]
· Surprise: Gourmet's Readers Not Jumping to Other Food Mags [-E-]
· All Print Media Coverage on Eater [-E-]
