Magazine article Folio: the Magazine for Magazine Management

Cosmetic Samples Mean Ad Pages for Magazines

Magazine article Folio: the Magazine for Magazine Management

Cosmetic Samples Mean Ad Pages for Magazines

Article excerpt

Cosmetic samples mean ad pages for magazines

Thanks to technology, usable samples of eye shadow have already appeared in ads in at least four magazines--and some in the industry are predicting that such samples will soon be as popular as the "scent strips' that are now commonplace in consumer magazines.

The March issues of Texas Monthly and Los Angeles Style carried inserts containing samples of four different shades of Christian Dior eye shadow on two separate strips. In April, Seventeen magazine and Glamour are including inserts from L'Oreal with samples of its eye shadows.

Inserts for both companies and all four magazines are being prepared by Webcraft Technologies, Inc., a New Jersey-based offset printer that is using a bonding process that makes these ads possible.

Susan Biehn, senior vice president of advertising/creative services for Christian Dior, says that the firm chose to break the ads in two regional magazines in order to get the samples out on the market more quickly than would have been possible with national women's magazines. With only a three-week "close,' Texas Monthly, for example, fit the bill. The magazine was also appropriate, explains its associate publisher and vice president of advertising, Roger Tremblay, because cosmetics and toiletries are among its biggest advertising categories.

Because the inserts are not technically classified as samples by the Postal Service, the mailing rates are no higher than for any other ad insert, Tremblay notes.

Texas Monthly is now capable of running one cosmetic strip and one scent strip per issue, according to the magazine's associate New York sales manager, Sandra Jaffa, who adds that carrying more would be "overkill.'

TM's rate for a cosmetic strip insert ($14,750), is higher than its rate for a scent strip ($12,340) because the cosmetic insert requires two sheets of paper rather than one. In addition, the advertiser pays for a full-page back-up ad to the insert; a four-color, non-bleed page costs $12,340. The sample ads will always be positioned in the front of the magazine, according to Jaffa, who maintains that costs to the advertiser to reach the magazine's 1.3 million circulation are less than they would be for using direct mail. …

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