Bon App's Masthead Treatment a One-Time Deal

What You Should Have Read, April 17, 2008

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Bon App's Masthead Treatment a One-Time Deal

Mediaweek reports that a a higher-up within Conde Nast has put the kibosh on future masthead treatments. In an April 11 email to sales and marketing management, Rob Silverstone, senior VP-finance at Condé Nast, wrote that mastheads are considered editorial content and should not be used within advertisements. The masthead takeover appeared opposite a second Starbucks ad in a 2-page spread that Bon App cooked up with Starbucks and its agency MediaVest. Paul Jowdy, VP-publisher, said a repeat was never in the plans. "From the outset, it was created to be an exclusive, one-time run," he wrote in an email.
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