Newspaper & Mailroom

The New York Times Magazine Runs Its First-Ever Ad Cover Wrap

Monday 11. August 2008 - U.S. Trust, Bank of America Private Wealth Management Uses Innovative Advertising Opportunity To Promote Philanthropic Management Expertise

The New York Times Magazine announced today that U.S. Trust, Bank of America Private Wealth Management has purchased the Magazine’s first-ever advertising cover wrap, which will run on the Aug. 10 issue of the Magazine. U.S. Trust bought the advertisement to promote its philanthropic management solutions for wealthy individuals and families. An ad cover wrap is a page wrapped around the spine of a magazine that appears as a partial page.
“We are delighted that U.S. Trust chose to use this first-time, innovative New York Times Magazine advertising unit to promote its philanthropic management capabilities,” said Denise Warren, senior vice president and chief advertising officer, The New York Times Media Group. “This ad buy illustrates how we continue to work closely with our clients to create unique executions and customized opportunities to meet their business objectives.”
“In the fall of 2007, U.S. Trust launched an extensive, research-driven advertising campaign that spotlighted the changing profile of today’s wealthy individuals and clients,” said Claire Huang, head of marketing for Global Wealth & Investment Management at Bank of America. “We are thrilled to work with The New York Times Magazine on this effort as we seek to further raise awareness of our industry-leading expertise and capabilities in helping clients integrate philanthropy into their broader wealth management objectives.”
The New York Times and The New York Times Magazine have introduced many innovative advertising solutions and premium advertising positions over the last 18 months, including the newspaper’s section front ad program; section spadia ads; unique positions on NYTimes.com and T online; single sponsored magazines; and positions like checkerboards, book ends, checkerboard spreads and fireplaces.