As revenues continue to shrink and entire departments of editorial staff get laid off in the Publishing Crunch, magazines are having to think outside of the box [Website – Amy Grindhouse].
One such magazine is Esquire, who are not just thinking outside of the box on how to raise advertising revenue but are breaking down traditional conventions in the process. The popular lads mag is taking the rather radical step of publishing a whacking great advert in the middle of their upcoming Obama cover.
The February issue of Esquire, on its way to subscribers right now and also to newsstands, has a folding flap in the middle of the front cover, next to an invitation to “Open here.” When readers open they view the paid placement. “Everybody keeps talking about how print is an old medium,” editor in chief David Granger said to the NY Times, “It is an old medium, but it doesn’t mean it’s a wrung-out medium or a tired medium.”
Seeking ways to encourage readers “to interact with the magazine,” Mr. Granger said, he has visited the Hearst manufacturing division and asked to be shown “what the potential of print is.”
WHAT DO YOU THINK OF AN AD IN THE MIDDLE OF A COVER?
Celebrity news and gossip written by AmyGrindhouse.com. Image credit to Esquire Magazine only. Story courtesy of NY Times
i’m all for finding new ways to make money and whatnot, but to stick an ad in the middle of a cover is bit much. if they want to put an ad on the cover so bad, try the back cover or inside the front cover. leave the front alone. just my two cents
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