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MINNEAPOLIS -- Style-savvy mass merchandiser Target Corp. here is stepping up its efforts to reach sophisticated consumers, by sponsoring an entire issue of The New Yorker magazine, the popular upscale national publication.
Target has previously advertised in The New Yorker, but this is the first time the retailer -- or any company for that matter -- has sponsored an entire single issue of the venerable magazine.
Target sponsors 17 or 18 advertising pages in the Aug. 22 issue, which is due on newsstands today, according to a report in The New York Times. The price tag of the sponsorship was not disclosed. The ads are expected to pay tribute to New York City and the people who live there, by showing scenes from the city's subway, parks, a cocktail party, and general street shots. The style will look similar to the popular illustrated cartoons published in each issue of The New Yorker.
While Target does not have a store on New York's primary borough, Manhattan, its does operate stores in the boroughs of Brooklyn and Queens; Long Island, N.Y. and nearby Jersey City, N.J. The retailer is known for memorable television and print advertising campaigns, including a few that make even food look fashionable.