Armani strikes ad deal for Time’s anniversary

Time magazine has struck an exclusive advertising deal with the fashion designer, Giorgio Armani, for its 75th anniversary edition - the first time a client has gained such access to Time’s Atlantic issue.

Time magazine has struck an exclusive advertising deal with the

fashion designer, Giorgio Armani, for its 75th anniversary edition - the

first time a client has gained such access to Time’s Atlantic issue.



Armani has taken 30 pages of advertising in the issue which goes on sale

on 2 March, distributed across Europe, the Middle East and Africa. The

magazine has an average weekly circulation of 625,000 copies and Time

will distribute an extra 5,000 magazines to Armani shops and 10,000 to

hotels in Paris and Milan. Around 10,000 copies will also be sent to key

statesmen and businessmen.



Chris Manning, the associate publisher of Time in Europe, the Middle

East and Africa, said: ’We pinpointed the 75th anniversary issue for

Armani because it’s a celebration of the 20th century, and its official

publication date coincides with Milan Fashion Week.’



Manning added that Time is keen to develop fashion advertising in the

magazine and is seeking a full-time fashion editor to beef up editorial

coverage.



In the past, Armani has tied up exclusive advertising deals on a

national basis. It was the only advertiser in the Sunday Times’s Style

magazine last September, for example.



The ads in Time will include eight gatefold pages, and the bulk of

advertising will be in black and white. Giorgio Armani told Campaign:

’This operation is in the Armani tradition of taking dominant or

exclusive advertising positions in key issues of important

magazines.’



Time hopes its 75th anniversary issue will result in an uplift of 30 per

cent in newsstand sales. It will include memorable articles from the

past 75 years and show how the magazine is linked to popular culture.

Time is part of the media and entertainment giant, Time Warner.



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