HSBC sponsors entire issue of New York Magazine

30 October 2008 | 16:37 - By Stefano Boscutti

Buying most or all of the ads in a magazine has become a popular tactic in recent years as marketers try to stand out in an increasingly cluttered field.

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There is more than one way to look at HSBC Bank's decision to buy 24 ad pages in this week's New York magazine, making it the largest single-issue advertiser in the magazine's history. Given the recent turmoil in the banking industry, one could see it as a case of bad timing. Is the American public really in the mood for an aggressive marketing pitch from a bank right now? Or one could consider it kismet? Now more than ever, Americans need to be reassured of their financial security and the stability of their financial institutions. In Australia, you may have noticed an understated ad or two from the major banks assuring us that everything is alright, everything is fine, no need to be alarmed. Hardly surprising when the government has just guaranteed your business model.

http://www.nytimes.com/2008/10/20/business/media/20hsbc.html http://www.earthtimes.org/articles/show/hsbc-launches-different-values-advertising,586290.shtml

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About this Blog

New New Media looks at how our mediascape is exploding to bits. How the latest technology and the internet are changing the way we live, work and play. How the latest media is shaping us all.

Stefano Boscutti is an executive creative director and strategist. He's like a better looking version of Todd Sampson. He also has an abiding faith that stories and wordplay (and not powerpoint presentations) will change the world.

 
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