Bon Appétit, Kraft Create Corner Takeover Ads

With print ad dollars increasingly harder to come by, publishers are more willing to accommodate marketers’ requests to use what’s traditionally thought of as editorial space.
 
The latest example is in Condé Nast’s Bon Appétit, where Kraft Philadelphia Cream Cheese is running a series of page number “takeovers.” The fractional ads, which are labeled as such, appear in the corners of 10 pages in the June issue.
 
The ad buy was handled by Robin Steinberg of MediaVest, who has been pushing publishers to rethink the traditional boundaries separating ads and editorial content.
 
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