New York Post offers 'vanity covers' p.25

By: Laura Reina DISCOUNT RETAIL CHAIN, TJ Maxx, knows a bargain when it sees one.
As part of an advertising/promotional package, the New York Post's advertising team helped to make the grand opening of a new TJ Maxx location even grander.
The Post printed 250 copies of its Sept. 13 issue with "vanity covers," including a huge picture of the store and headlines which read, "World Exclusive: Take Your Fall Wardrobe to the Maxx!" Hawkers handed out these copies, at no charge, to passers-by in front of the store.
The editorial content inside the paper remained the same as the regular issues.
"No free editorial," said Monica German-Prestia, retail account executive at the Post.
But anyone who received a copy of this special issue got the desired message: A new TJ Maxx just opened and it's a hot place to shop.
The Post offers promotional packages such as this as a means to attract retail dollars in the competitive New York City market. These packages vary per client, and could include anything from movie ticket giveaways to attract clients to retail sites, directional or "teaser" ads, or strip ads found on the back page.
"Just like shoppers are looking for value, so are retailers," said German-Prestia.
For example, a week prior to the special cover promo, the Post ran a sweepstakes-type of contest where readers clipped and sent in coupons, hoping to win one of three prizes: a $500 gift certificate to TJ Maxx for first place, and two $250 gift certificates for second and third places.
These value-added features are designed to complement the retailer's ad schedule.
A salesperson selling advertising in New York City has to offer bigger, more creative and innovative ideas, said German-Prestia.
The Post has been offering retailers papers with special covers for about a year.
?(Post's vanity cover) [Photo & caption]