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The November issue of Sport, in touting its relaunch, also manages to get a plug in about the newly redesigned Camaro from General Motors Corp.'s Chevrolet division. The cover, featuring part of Dallas Cowboy Michael Irvin's face, opens to a gatefold that reveals the rest of his face and a cover line reading "The new Sport and the new Camaro."

Lifting that flap on the gatefold shows the Camaro ad and details on a sweepstakes to win tickets to the Super Bowl. Campbell-Ewald, Warren, Mich., is Camaro's agency.

"For the consumer, this made such a dynamic cover. We had very similar goals to Camaro, and this was a way to get it in a synergistic way," said Publisher Polly Perkins.

Sport isn't alone with ads playing off the magazine cover. The New Yorker's double issue for Oct. 20-27 features an ad from Intel Corp. on the back of the half-flap that touts the "next generation of computing." Euro RSCG Dahlin Smith

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