Ralph Lauren takes over the New York Times iPad app in advertising coup

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By The Drum Team | Staff Writer

September 1, 2011 | 2 min read

If you think we have run out of ways to advertise, think again. The opportunities today are bigger and better than ever, if you get your thinking cap on straight !

The app will also provide, among other things, the only live video of Polo Ralph Lauren's Fashion Week runway show on Sept. 15, says AdAge.

This is the first time a single marketer has bought out the app, which usually hosts six advertisers at once - and also the first time a marketer has had the pay wall suspended .

The deal is for Fashion & Style, Travel, Home & Garden, the Magazine and Sports - but not News. It's also the first time the app, used by around 850,000 people a month, has hosted live video of any kind, says the Times.

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Ralph Lauren has a history of doing big things with the paper. "We were the first advertiser to really do major 24-page 'story' advertisements in The New York Times Magazine," said David Lauren, VP of communications at Polo Ralph Lauren - and son of Ralph. "My dad would run these big cinematic advertisements about safaris or the American West, and it helped to define the brand. Years later again our company took on 52 pages -- basically page 5 of Sunday Styles every weekend. That's become part of the new way of reaching our customer. The question was what we could do as we enter the digital age." The iPad app deal offers a catalogue -like experience and e-commerce capabilities. Video of the runway show will remain available for replay after it streams live. Denise Warren, senior VP and chief advertising officer at the the Times said an advertiser could even strike a deal to unlock the iPad app entirely. "We'd be open to just about anything," she said. She did not give a price for the Lauren deal.

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