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Young-men's magazine Details is breaking new ground with an unusual special advertorial in its October issue that weaves sponsors into the plot line of an edgy comic section.

MasterCard International, Cosmair's L'Oreal, Panasonic Co., Lee Apparel Co., Sony Corp. of America and six others bought into the 24-page section. Their traditional ads appear opposite and between the pages of the illustrated story, which integrates cartoon versions of the sponsors' products into the tale of a young in-line skater's pursuit of the woman of his dreams.


Characters in the story dress in Lee jeans, splash on Hugo eau de toilette, sport milk mustaches and use a Sony PlayStation. Brand appearances are accompanied by boxes with slogans and product information.

The main character appears naked in the first panel except for his skates. The special ad section is part of a promotion surrounding the Aggressive Skating Association's in-line skating tour, which travels to 11 colleges between this week and mid-November.

The comic was illustrated by DC Comics artist Kevin Nowlan, who has inked Batman and other characters.

"A bunch of booths and samples wouldn't get young guys to show up at an event," said Linda Mason, publisher of the Conde Nast Publications' monthly. "Illustration and cartoon has always been a part of Details and is very synergistic. It has an element of humor and irony, giving it a real appeal to the generation we speak to."


Ms. Mason said that while some of the participating marketers were already advertisers in the magazine, several signed on because of the uniqueness of the section, and because Details offered category exclusivity to sponsors. Those new

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