Square feet of space taken up by a L’Oréal lipstick ad that in May was draped over the 15th-century Trinita dei Monti church in Rome. In addition, a bottle of shampoo covers one end of the Campo di Fiori, a Vespa scooter appears on a facade behind the Piazza Navona, and a huge coffee ad dominates the Piazza di Spagna. Soon, the Pantheon will become the first Roman antiquity to be covered by ads. It’s all the result of a 1997 law that authorizes the sale of ad space on scaffolding to cover restoration costs. The problem, some say, is that many buildings are putting up scaffolding just to make money from the ads. “It’s clearly an abuse, a terrible abuse, which damages not only the beauty of the city but the visitors who come here to admire our ancient monuments,” says Rome’s superintendent of archaeology.
Ad pages reportedly scheduled for the September issue of Vogue. Combined with an estimated 200-plus pages of editorial, the annual fall fashion special will be the largest issue of a monthly magazine ever published, bragged a Condé Nast source. The edition will be bound as three separate issues in one, and Vogue reportedly will document the magazine’s binding for posterity and throw a party celebrating the achievement. Last year’s fall fashion issue had 571.51 pages of ads and 224 pages of editorial, totaling 740.