'NYT Mag' Nabs First Cover-Wrap Ad | Adweek 'NYT Mag' Nabs First Cover-Wrap Ad | Adweek
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'NYT Mag' Nabs First Cover-Wrap Ad

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NEW YORK The New York Times Magazine has signed a private wealth management firm as its first cover-wrap advertiser.

U.S. Trust, Bank of America Private Wealth Management on Aug. 10 will occupy the page wrapped around the magazine's spine with an ad promoting its philanthropic management solutions for wealthy individuals and families.

The publisher for the last year-and-a-half has offered marketers more options and creative placements across its key print and Web properties, including section-front ads in its flagship New York Times daily newspaper.

"This ad buy illustrates how we continue to work closely with our clients to create unique executions and customized opportunities to meet their business objectives," said Denise Warren, svp, chief advertising officer at NYT Media Group.

Last year, U.S. Trust created a research-driven advertising campaign that emphasized the changing profile of today's wealthy individuals and clients, according to Claire Huang, head of marketing for Global Wealth and Investment Management at BofA.

"We have been spending upwards of $30 million this year, which is the most extensive campaign we've ever done," she said.

This effort assists its endeavors to "seek to further raise awareness of our industry-leading expertise and capabilities in helping clients integrate philanthropy into their broader wealth management objectives," said Huang.