Sponsorship of NY Times iPad App for September

Posted Wednesday, August 31, 2011 12:16 pm

By: Nat Ives | AdAge.com

Polo Ralph Lauren has bought a solo sponsorship of The New York Times iPad app during September, providing free access to five sections and running ads that, among other things, will provide the only live video of its Fashion Week runway show on Sept. 15.

It's the first time a single marketer has bought out the app, which usually hosts six advertisers at once; the first time a marketer has gotten its pay meter suspended, if only for the Fashion & Style, Travel, Home & Garden, T Magazine and Sports sections; and the first time the app has hosted live video of any kind, according to the Times, either in ads or news coverage. Roughly 850,000 people use the app in a month, the Times said.

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Sponsorship of NY Times iPad App for September

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