Maclean's publishes first sponsored editorial
By Adnews Staff
Toronto-based Maclean's magazine has, for the first time, struck a sponsorship deal for an editorial series. The first story in the series, a collection of profiles of influential Canadians called "The New Canadian Establishment," is running in the current issue under the sponsorship of General Motors. Media agency M2 Universal, a division of Toronto-based MacLaren McCann, handled the deal. "This sponsorship represents the phenomenal value Maclean's can bring to its advertisers when we work together on unique, one-of-a-kind opportunities forward-thinking and insightful editorial product," said Kathryn Brownlie, vice-president of brand sales at Rogers Consumer Publishing. "As opportunities like these arise in the future, we look forward to working with our advertising partners to identify customized opportunities for them to communicate with the Maclean's audience in unique and creative ways." According to the magazine, General Motors and M2 accepted the sponsorship deal when it was presented to them, even though only a week remained before the issue's newsstand date.