Today's Parent uses "tumble cover" concept to sell 12 pages to Kraft Foods

The October issue

The "tumble cover" for Kraft

Rogers Publishing's Today's Parent magazine has collaborated with Kraft Foods on a so-called "tumble cover", where the outside back cover of the magazine is the cover of a special advertising section that looks like a different magazine.

According to the story published in Masthead, the 12-page "special promotion" (note, it doesn't say "advertising") was pitched to Kraft's agency, Mediavest, by the Today's Parent sales team.

The magazine is very careful with the partnerships it forms, only choosing ones which stay true to its mandate and add value to readers,said national sales manager Whitney  Grove.

The Today's Parent brand is not in evidence on the special section, which has a prominent Kraft Foods logo, although the creative department at the magazine created the pages, the story says.