Page number "takeovers" latest trend in encroachment into edit space

 The creep of ads into previously well-defined editorial spaces of magazines continues; this time in the June issue of Condé Nast’s Bon Appétit, Kraft Philadelphia Cream Cheese is running a series of page number “takeovers.” According to a story in Mediaweek, the fractional ads, which are labeled as such, appear in the corners of 10 pages.

“The goal was to communicate the message of alternative uses of cream cheese,” said [Ron] Steinberg, svp, director of print investment and activation at MediaVest. “Using the page numbers was a unique idea. For Condé Nast, I think it’s a big deal.”

Print ads are increasingly creeping into editorial space. Scholastic Parent & Child has been running ads on the corner of its covers and interrupting editorial content inside the magazine. Hearst’s Esquire recently ran a cover flap that opened to reveal an ad on one side.