The current issue of The New Yorker has a back cover advertisement that includes the full front cover image by artist Frank Viva reduced to the actual size of an iPad mini. This must have required extraordinary coordination between the editorial and business departments. Apple is the client, of course, but the company name is only visible in the minuscule copyright line. I think this ad is a win-win for both Apple and The New Yorker. The magazine's print readers can get a glimpse of what this cutting-edge tablet can do for them. The New Yorker already publishes a stunning iPad edition that not all of its readers have seen. This ad, incidentally, does not appear in the magazine's iPad edition. That's what we call targeted marketing.
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| Frank Viva, "Top of the World," The New Yorker, December 24 & 31, 2012, World Changers |
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| iPad mini advertisment, back cover, The New Yorker, December 24 & 31, 2012 |
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