On Target

On Target: AdAge’s Jonah Bloom explains why Target’s take-over of the current issue of The New Yorker was a brilliant move…and why it’s nothing new.


The idea of a presenting sponsor taking ownership of a media channel is not new. As a tactic it enjoyed its broadcast heyday between 1930 and 1960, and has popped up periodically across all media ever since. Still, as I flicked through the August 22 issue of the New Yorker it dawned on me that it’s time is now.

Jonah gets it.

By the way, the publisher of the New Yorker was kind enough to send me an e-mail over the weekend thanking me for “getting it.” I’d say that moved him up a notch on my list of most admired magazine publishers, however he maxed out that meter long ago.