If this becomes controversial, I have a good name for it: Flap flap? Gatefold Gate? (From today’s WSJ) “Philips Electronics, which is gaining a reputation on Madison Avenue for breaking conventions in reader- and viewer-friendly ways, is paying the Time Warner magazine unit $5 million for a novel ad play. Issues of four magazines — Time, Fortune, People and Business 2.0 — will feature the table of contents on the first page; a flap on the inside front cover will tell readers Philips is making that possible. The issue of Time that’s involved goes on sale Monday, April 24.”
My opinion: Brilliant. And those who think otherwise should demand that all advertisements be banned from the front page of all websites.
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