Staying on Target
Turning an esteemed magazine into an ad bazaar. :
Source: The Miami Herald (via Knight-Ridder/Tribune News Service), Sept
21, 2005 pNA.
Full Text COPYRIGHT 2005 The Miami Herald
Byline: Edward Wasserman
I had been away and the magazines had piled up, so the first time I went
through the Aug. 22 issue of The New Yorker I didn't know about the fuss it
had caused. I knew only that the issue was strange. First, I didn't see any
advertisements. Second, the magazine was festooned with pages of hip
illustrations, stylized cartoons with figures strutting, kibitzing, consuming,
generally looking urban and cool. The drawings were rendered in different
styles, all imaginative and contemporary, and used only black, white and red.
Looking closely you'd notice a motif of red-and-white concentric circles,
resembling archery targets.
The overall effect was confusing, as if The New Yorker had been hijacked by a
gang of art school seniors. Were these graphics supposed to illustrate the
articles they ran alongside? And where were the ads?
It turns out what I beheld had become a minor scandal in the media world.
These curious drawings were the ads. They all contained red-and-white
bull's-eye figures because that icon is the corporate symbol of the
advertiser, the discount retailer Target.( ...Collapse )