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- AT&T Sends Controversial ‘American Idol’ Text Message
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- Behind the Curve: Week Ended Feb. 5, 2010
Conde Nast Veep to Sales: Don’t Mess with Mastheads
The senior vp of finance at Conde Nast, Rob Silverstone, believes mastheads are editorial content and should not be sullied with advertising messages.
In the May issue of Conde Nast’s Bon Appetit, Starbucks ran a masthead takeover. Other advertisers asked to be next, but Silverstone, in an email to sales and marketing management, nixed the idea, according to Mediaweek.
The vp and publisher, Paul Jowdy, said the deal was an exclusive, one-time thing.
The masthead - which looked like a chalkboard, with comments from staffers about their favorite Starbucks products beside their names - was labeled as a promotion.
An image of the clever masthead can be seen in AdAge, here.