MediaBuyerPlanner: Newton Vineyard of St. Helena, Calif., has bought ads in the “gutter” – the space between the binding and the first column of text – in Wine Spectator.
The gutter is normally blank, and few, if any, ads have run in the gutter of magazines before, writes The New York Times. The long, narrow ad includes the words, “To find a wine of this quality, you have to look a little harder,” along with a tiny picture of a bottle of wine and the vintner’s URL.
A copyrighter with Dentsu America says the agency came up with the slogan first, then decided to advertise in a place in a magazine that was difficult to find.
Wine Spectator had to be convinced of the idea, because executives thought it might compromise editorial or clutter the page.
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