XM, Mullen Tune in 'Rolling Stone'

NEW YORK XM Satellite Radio will sponsor a 36-page insert in the Nov. 21 “Top 500 Albums” issue of Rolling Stone.

The effort, co-branded with General Motors and Cadillac, explains the XM service, its functions and features. The budget was not disclosed. XM spent nearly $60 million last year and about $20 million through August. Interpublic Group’s Mullen in Wenham, Mass., handles.

The insert takes the form of a custom published magazine, with ads for GM, its Cadillac unit and XM wrapped around features on the client and various music artists, according to Gary Armstrong, Wenner Media chief marketing officer.