Ralph Lauren Buys Out All Ad Space in New York Times App
Design house Ralph Lauren has become the first sole sponsor of the New York Times app
Ralph Lauren CollectionRalph Lauren is known for making big impressions every September in the New York Times. Traditionally, the design company pitches for a huge advertising blitz at this time to promote their new fall lines. They have even taken over the entire front page of the newspaper’s landing page… but never before has Ralph Lauren (or any company for that matter) become the sole sponsor.
The New York Times iPad app was originally released in April 2010. Since it’s inception, the app has been downloaded 2.5 million times, and has 850,000 unique visitors per month. The app normally has six advertisers at a time, but Ralph Lauren wanted to ensure their brand made a big splash, so they made a deal with the newspaper to not only purchase all ad space, but to allow users free access to five paid sections, AND to run live streamed video of their show during fashion week on September 15th.
The five paid sections that Ralph Lauren has made available to iPad users are Fashion & Style, Home & Garden, T Magazine, Sports, and Travel.
Another feature being introduced is something that the New York Times has deemed a “magalog”. The “magalog” offers a catalog-like experience with e-commerce capabilities.
We are all wondering how much an opportunity like this would cost. Unfortunately, a rep from the New York Times declined to say, and Ralph Lauren could not be reached for a comment.
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