target buys up the ads

The New Yorker has announced that their August 22 issue will have just one advertiser - Target. The entire issue will be sponsored by Target, with "Target art" inspired by New York. The sponsorship reportedly cost Target about $1 million - which when you factor in the number of pages, plus all of the free press coverage about the sponsorhip, is probably a bargain.

This is a great idea for a smaller business to do in a specialized market. How about having your company sponsor an entire issue (or a special issue) of your industry's trade magazine? Might not be as outlandish as you think.

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