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When flipping through a magazine for the contents page, readers usually have to sift through several advertisements before concluding their search. Starting today, however, four issues of Time Warner magazines - Business 2.0, Fortune, People and Time - will post the table of contents on the first page, thanks to Philips Electronics - who has paid $5 million to advertise on a second cover flap that it is making the new contents page placement possible, writes the Wall Street Journal.
“Everyone fights for it,” said Melissa Pordy, director of media investment solutions at Cheil Communications America, of the ad space on and around the contents page. “It’s sort of, for lack of a better word, the Hollywood Walk of Fame.”
Following its “Simplicity” ad theme that has held constant since 2004, Philips’ ad on the inside front cover of the Time Inc. magazines will read: “Simplicity means not letting complexity stand in your way. It starts with the Table of Contents on the first page. And it continues with the last page where you’ll see innovative products that will change the way you live.”
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