HP launches the print version of take-over-a-site campaigns
September 19th, 2002
Has the ‘Net spawned a new type of advertising offline? Inspired, at least partially, by take-over-a-site campaigns that consumer marketers such as Ford, LEGO, even the little purple pill, have been testing for about a year now, HP is launching the print version. According to the spokesperson who just called me up, next week’s issues of People, the New Yorker, Sports’ llustrated and Newsweek will be completely taken over by HP ads. Back cover, inside front, and everything in the middle.
It’s the kind of thing that could only happen in a recession. But it’s kind of cool.
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