In a New Yorker First, Target to Be Sole Advertiser - New York Times

And, of course, they don't even have a Target store in NY! UPDATE: My bad! While they do not have stores in Manhattan, they do have stores in the Bronx and Brooklyn. I guess I'm still an occassional Manhattan snob!

FOR the first time in the 80-year history of The New Yorker magazine, a single advertiser will sponsor an entire issue.

The Aug. 22 issue of The New Yorker, due out Monday, will carry 17 or 18 advertising pages, all brought to you by the Target discount store chain owned by the Target Corporation. The Target ads will even supplant the mini-ads from mail-order marketers that typically fill small spaces in the back of the magazine.

The Target ads, in the form of illustrations by more than two dozen artists like Milton Glaser, Robert Risko and Ruben Toledo, are to run only the one time in the issue. They are intended to salute New York City and the people who live - and shop - there.

Many mainstream magazines like Time and Life have published what are known as single-sponsor issues, carrying ads only from marketers like Kraft Foods and Progressive insurance. Target has been a sole sponsor before of issues of magazines, among them People. The goal of a single-sponsor issue is the same as it is when an advertiser buys all the commercial time in an episode of a television series: attract attention by uncluttering the ad environment.

"We try to do breakthrough things in many different places," Minda Gralnek, vice president and creative director at Target in Minneapolis, said in a telephone interview.

Link: In a New Yorker First, Target to Be Sole Advertiser - New York Times. (Registration may be required)

Comments

[E. Miller]

There are two Target stores in Brooklyn and the Bronx, still two proud boros of New York City.

http://target.com/target_group/storelocator/map.jhtml?link=mqDetailMapPage&screen=mqDetailMapPage&POI1name=Atlantic+Terminal+Target&POI1streetaddress=139+Flatbush+Ave+&POI1city=Brooklyn&POI1state=NY&POI1zip=11217-1403&orig_iconid=556&POI1country=USA&POI1var2=%3Cb%3EPhone%3A+%3C%2Fb%3E%28718%29+290-1109%3Cbr%3E%3Cb%3EHours%3A+%3C%2Fb%3EMon-Sat+8am+to+10pm+Sun+8am+to+9pm%3Cbr%3E%3Cb%3EPharmacy+Phone%3A+%3C%2Fb%3E%28718%29+290-1110%3Cbr%3E%3Cb%3EPharmacy+Hours%3A+%3C%2Fb%3EMon-Fri+9am+to+7pm+Sat+9am+to+6pm+Sun+11am+to+3pm%3Cbr%3E&POI1var3=%3Cb%3E1-Hr+Photo+Lab+Phone%3A+%3C%2Fb%3E%28718%29+623-6796+%3Cbr%3E%3Cb%3E1-Hr+Photo+Lab+Hours%3A+%3C%2Fb%3EMon-Fri+9am+to+7pm+Sat+10am+to+5pm+Sun+10am+to+5pm%3Cbr%3E&level=9&width=450&height=337&POI1iconid=92271&POI1lat=406845&POI1lng=-739769&SUBMIT1=Detailed+Map%21

http://target.com/target_group/storelocator/map.jhtml?streetaddress=&city=Bronx&state=NY&zip=&clientPOI2=1&closestn=3&closestprox=1&miles=200&screen=find&link=results&width=450&height=338&orig_iconid=24&_requestid=115998