In a first, latest ‘Ad Age’ includes just one advertiser

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New York—In a potential harbinger for marketers that truly want to break out from the media clutter, the Oct. 31 issue of Advertising Age features 24 pages of advertisements—its entire ad run—plugging Infinity Broadcasting's new programming line up and FREE FM format. It’s the first time that Ad Age has devoted all advertising in a single issue to just one client. The ads tout Infinity's new lineup of radio personalities, including former Van Halen rocker David Lee Roth and comedian Adam Corolla, who will be replacing shock jock Howard Stern, who is leaving Infinity in December and jumping to satellite radio in January. Similar ad plays have sparked some controversy in consumer-magazine publishing. Soon after the Aug. 22 issue of The New Yorker featured a sole sponsor, Target Corp., the American Society of Managing Editors sent a letter to the publication saying the issue had violated ASME’s sponsorship declaration. ASME rules say an entire issue underwritten by a sole advertiser should be disclosed to readers. (The Ad Age issue indicates the sole sponsorship in a brief Editor’s Note on page 4, saying the “advertiser had no input or influence on the editorial product.”) Ad Age is published by Crain Communications Inc., which also publishes BtoB and Media Business.
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