Hearst Magazines keeps coming up with ways to partner with advertisers, and this time, the effort has spread across four of its titles, Cosmopolitan, Cosmogirl, Marie Claire and Harper’s Bazaar. Revlon is the sole sponsor in four, 12-page mini magazines that are affixed to the covers of each March issue. A spokeswoman said the 5-inch-by-7-inch mini magazines contain equal parts advertising and editorial. But it’s not easy to tell the difference. Many of the editorial pages look like ads themselves, as they also feature Revlon products.
Kiki Rees, senior vice president of media and communications at Revlon, said one of the draws for the cosmetics company to participate in the project was the opportunity to help with its theme. The ads are for Revlon’s limited-edition collection. A Hearst spokeswoman added that the project marks the first time a U.S. publisher has attached a mini magazine to the cover of multiple titles. For its part, Revlon just experienced a first of its own — running a commercial during the Super Bowl. The company aired a 60-second ad during the third quarter that was said to have cost $3 million.