Philips Teams With Magazine

NEW YORK Philips Electronics, which made headlines last fall for its onetime sole sponsorship of a 60 Minutes episode, will execute another exclusive sponsorship next month, this time teaming up with Gourmet magazine.

The consumer electronics company will be the only advertiser in a 102-page supplement that will be polybagged with the August issue of Gourmet. The section will feature stories by well-known authors such as Calvin Trilling, Jane Smiley and Pat Conroy about their relationships with food.

The digest-size supplement will provide a less cluttered ad environment and a “simpler” reading experience, the companies said. The compact size is designed for easy beach reading and was developed as an extension to Philips’ “Sense & Simplicity” branding campaign.

“Philips’ sole sponsorship allows our editors to give Gourmet readers more of what they expect and love about the magazine: exceptional writing from noted authors on the passionate subject of food,” said Giulio Capua, the magazine’s vice president and publisher, in a statement.

The editorial project was co-produced by the magazine, the client and Aegis Group’s Carat, which serves as Philips’ media agency. (Carat also executed the 60 Minutes buy.)

The supplement, which includes perforated Philips bookmarks, will be mailed to subscribers and sold at newsstands. The magazine claims an average-paid circulation of 985,000, reaching nearly 5.5 million readers a month, based on measurements certified by the Audit Bureau of Circulations and MRI.