Times spokeswoman Eileen Murphy said that since the iPad is still a new platform, they don’t typically compare month to month, but they were “very happy” with the Ralph Lauren sponsorship and would definitely consider similar promotions in the future. In past years, Ralph Lauren has run full-page ads and executed home page takeovers online to introduce its new fall lines.
As part of the partnership, Ralph Lauren ran livestreaming video of its Fashion Week runway show on Sept. 15. In addition, the Times mobile team launched a special 49- page “magalog” for Polo Ralph Lauren as part of the September iPad app. The app-within-an app included the ability to purchase products, a livestream fashion show exclusive to the Times, and new ad formats such as full-page interstitials and expandable units, Murphy said. “And for the first time, we unlocked a number of sections for an advertiser,” she added.
Stats
•2.8 million cumulative down loads of the NYTimes iPad app since its debut in April 2010
•6.5 million sessions on the app in September 2011
•More than 40,000 videos played on the app in September 2011