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‘WWD’ Sells Front Page Ads

Women’s Wear Daily began today to run ads on its front page. Today’s ad is a slim banner across the bottom of the cover, promoting a bracelet by Cartier, writes The New York Times.

According to Daniel Lagani, president of the Fairchild Fashion Group, the unit of Advance Publications that owns the paper, business has never been better at WWD. Selling ads on the cover is simply a smart business decision, he said. Lagani would not reveal how much the Cartier ads cost, but he did say that the company paid a premium for the real estate, and that Cartier also had to commit to a package that included a full-page ad inside the paper and a series of ads on the WWD website. Ads will not appear on the front page often, he said.
The paper included smaller, black-and-white ads called tombstones at the bottom of the front page until the 1970s, and in 2000, it ran some cover wraps with ads for Gucci.