The New Yorker Hits Target, Or Vice Versa

If you haven’t seen this week’s issue of The New Yorker, go to the newsstand and check it out. The entire issue features no other advertiser than Target, who commissioned a number of illustrators to incorporate its brand look and feel into ads without copy.
The result feels seamless: you’re not really getting sold anything, and the bullseye becomes quite iconic in the hands of talented folks.
nytarget082205_big1.jpg
Of course, it helps that Target does all the other things right, from its merchandising mix to its clean stores. But Jonah Bloom, writing in Ad Age, nails it, and I’ve been saying it for years:

The smartest marketers have realized that if their advertising makes a unique statement, either in content or placement, it will spark a media and water-cooler conversation whose value will be tens or even hundreds of times the cost of the media buy.

Which reminds me: I once had a homebuilder client who said, “We want to be like Target.” He really had no clue what he was talking about. He just knew Target was cool.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • http://www.gapingvoid.com hugh macleod

    I want to be like Target, too!

  • like your self

    As of yesterday the only thing left on the clearance racks in the men’s dept. were nearly all xl and xxl sizes. What do I assume about the people who shop there?
    there’s always late cool.

  • http://www.blogspy.net BlogSpy.NET

    The New Yorker Hits Target, Or Vice Versa

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  • Kevin

    I think you should assume that skinny people are cheap.

  • http://adpulp.com David Burn

    For another take, here’s how a mainstream media writer describes it.
    The most jaw-dropping collapse of the so-called sacred wall between editorial and advertising in modern magazine history.
    That Lazare is such a card.

  • like your self

    And the two become close to one.
    Food for thought:
    We are what we consume.