Time’s London-based Atlantic edition has come up with what it
describes as ’the sale of the century’.
Advertisers who book space in the magazine’s Person of the Century
issue, which will hit newsstands on 27 December, are being given the
opportunity to choose their ’ad of the century’, which will be reprinted
free of charge.
A four-colour page in Time costs pounds 39,000.
Time Atlantic’s publisher Wil Merit said: ’If advertisers book a page,
they get another page free. If they book a spread, they’ll get a
Advertisers can pick any ad for any of their own brands, as long as it
appeared before 1985. Time has set aside 15 pages for the favourite
’Obviously, it won’t appeal to every client - some technology companies
didn’t exist before 1985. But classic brands such as Rolex and Cartier
are a perfect fit,’ Merit said.
The idea was sparked by sessions spent leafing through old editions of
the magazine. ’The ads are as entertaining as the editorial; everything
from stunning retro artwork to really cheesy ads from the 50s featuring
businessmen and air hostesses,’ he said.
Merit believes the Person of the Century issue could be ’Time’s most
Time is spending pounds 3.5 million promoting the special issue, with
media buying by MediaCom. Bartle Bogle Hegarty is handling creative.
Earlier this year, Time won pounds 800,000 worth of free radio airtime
in a Radio Advertising Bureau competition.
’We’ve had the money in our back pocket since then,’ Merit said. ’It has
enabled us to run a much more ambitious radio campaign, we are using
Time will also erect a megasite in Piccadilly Circus and is running a
television campaign on CNN.