Marie Claire Clings to New Advertising Ideas
With budgets taking a bit of a turn of the better this year, there’s a quest for break through advertising. Marie Claire seems to have found a new platform that is appealing to lots of beauty advertisers. An ad unit in the August issue that peels off and sticks to a mirror, called a “cling”, is sponsored by Revlon and features tips on how to apply mascara. Marie Claire publisher, Nancy Berger Cardone, said the cling is appealing because if used as intended, it guarantees the advertiser repeat exposure. Four additional beauty companies have bought the cling for 2010 issues, which is great news for Marie Claire. The cling requires another 2-page buy, for a six-figure commitment from each advertiser. MediaWeek (July 9, 2010)
Tags: advertising, advertising platform, Marie Claire, Nancy Berger Cardone, Revlon