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Starbucks Pioneers New Magazine Ad Space: Mastheads

3 Minute Ad Age: April 10, 2008

By Published on .

NEW YORK (AdAge.com) -- Bon Appetit and Starbucks are pioneering a new advertising space in magazines: the masthead. The just-released May edition of Bon Appetit features a masthead page on which individual publishing executives include comments about Starbucks coffee next to their names. In other news in this 3 Minute Ad Age, Jeff Bell, the VP who oversees global marketing of Microsoft's Interactive Entertainment, is concerned about the content of TV. And, speakers at the just-ended International Advertising association's World Congress warned that marketers need be very careful about which green advertising strategies they pursue.
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