There has been much controversy about the Aug 22 issue of the New Yorker: for the first time in the history of New Yorker, has one sole advertiser been given the rights to advertise in the ENTIRE issue.. to be the only advertiser in the entire issue.
For Target, the designer discount store, to advertise in the New Yorker is a clear indication of reaching for new markets, for the elite, erudite readers who pride on their New Yorker’s issues. My opinion? good move. Critics will harp about this and call it a monopoly or whatever- I just think its a great strategic move. Have you seen the ads? !
They are beautiful! Right out of an art movie, I’d say. All the Target ads are done tastefully in red and black and the only indication that it is a Target ad is the famous red bullseye mark that appears dominantly in each of the ads.
This issue, is for keeps – it’s not only a brilliant campaign, but also masterful designing !
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Jinal,
I think you may mean that this was the first time in the New Yorker’s history that they’ve had a single advertiser. Plenty of other mags have done it and Target has even done it before, in People.
http://www.nytimes.com/2005/08/12/business/media/12adco.html?ex=1125460800&en=65aa366e5aa8687a&ei=5070
cheers,
Jeff
August 29th, 2005 at 10:39 am
Oops. Yes, that was what I meant. Thank you– I’ve corrected it now.
August 29th, 2005 at 4:46 pm
Pretty cool and obviously clutterbusting move….
September 2nd, 2005 at 10:37 am
You know what bugs me about Target in NYC? The fact that they drape their huge ads all over a building next to the Marriott in Times Square leading people like me to believe there’s a Target inside that building only to find out there isn’t one and the closest one is in the Bronx… what’s up with that?
September 2nd, 2005 at 10:46 am
I wish their products were as nice as their New Yorker ads. I’d buy the shoe in that ad but not the awful shoes at Target. Yeah, that’s definitely a misleading ad, for what it’s worth. Thanks.
September 2nd, 2005 at 11:15 am