Little noticed in tiny type on the cover of Time magazine that hits newsstands Friday is the first-ever ad on the cover of a Time Inc. title.
The ad sits discreetly under the bar code in the lower left-hand corner. It shows the logo for Verizon and the words, “For Best Results Use Verizon.”
It is a novel addition, a clear-cut advertisement on the cover of a major consumer magazine.
Historically, covers have been considered the domain of the editorial team to sell the stories inside — not a place to hype ads — and the move is sure to stir some controversy among editorial purists.
And ad industry sources say the tiny ad will not be the last as the company gets ready to spin itself off from Time Warner on June 6 and is striving to find ways to boost ad revenue.
“It was offered to selective partners,” said an ad industry source. Among the offerings were “sponsored content” also known as native advertising.
An article in adage.com on Thursday said that in addition to Time’s cover, the next issue of Sports Illustrated will have an ad on the cover.
A spokesman for Time declined to comment. A spokesman for Verizon said the ad “offered great exposure” but declined further comment.