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
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
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.