Advertising: Philips Takes Single Sponsorship with Gourmet

Philips Electronics Corporation is going the single-sponsorship route in a new project that builds on its advertising theme of "sense and simplicity."
Philips is the only sponsor of a 98-page, booklet-like supplement to be distributed with the August issue of Gourmet magazine, a Conde Nast publication. It will come in a "poly bag," or plastic wrapper, making it what the magazine industry calls an outsert.
The supplement is devoted to articles that are meant to "provoke you into thinking about the act of eating in a richer and more interesting way," Ruth Reichl, editor in chief, writes in a note to readers that opens the supplement.
In April, Philips paid Time Inc. an estimated $5 million to sponsor a novel reordering of the insides of the issues of four magazines: Business 2.0, Fortune, People, and Time (see Media Ideas Archive). The sponsorship brought the TOC in each issue forward to the first pages inside the covers in order to convince consumers that Philips makes it easier for them to enjoy their favorite publication just as the products Philips sells make life easier.

Read more in the article on Nytimes.com:
Exhortation From Gourmet: Eat, Drink and Buy Appliances
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