Windows 8 invades covers of Conde Nast magazines

If you are one of the few people who subscribe to a print magazine these days, or just buy one off the rack, you may notice that the covers for some of them look like a Start screen for Windows 8.

That's because it's part of a new marketing campaign from Microsoft and publisher Conde Nast that will feature cover "attachments" to 14 magazines that will have a December 2012 cover date. The magazines include Wired, The New Yorker, Vogue and Glamour. Most of the Start screens are designed to look like they have been set up by the magazine's editor in chief.

Ad Age reports that, according to a Conde Nast spokesperson, these attachments are not actually paid ads at all. However, the spokesperson does admit that the attachments are "clearly coordinated" with the Windows 8 ads that Microsoft did pay for to be placed inside the magazines themself.

The report states, via unnamed sources, that some of the editors of the magazines involved in the Conde Nast-Microsoft deal were not happy with having to run the Windows 8 cover attachments. Indeed, Vogue's long time editor-in-chief Anna Wintour was one of three Conde Nast editors who did not appear on the Windows 8 cover of her magazine.

Source: Ad Age | Image via Conde Nast

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15 Comments

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Microsoft is going HUGE with Windows 8 ads. Microsoft hasn't done a single ad for any product in Belgium before this Windows 8 madness. It's everywhere (except for peoples homes since nobody really likes it).

"these attachments are not actually paid ads at all."
it seems natural to use the live tile panel shapes to display content. and indeed, these panels are the way that surfaces are used in modern culture to do so. just look at the street, with signs, or the function of a building visible from the content on its front side. pages and pictures in a book are similar to these panels, and so are PC screens, tv etc. the live tile design was taken from our existing living culture, they are not the arbitrary designs of some arrogant genius.
the prickly minority did not want to be associated with the naturally designed cover, but it is common for use of apple products to lead to incompatibilities so that is nothing new.

It's called full blown mass marketing. What's the problem? Man some of you people will nitpick anything to death.

JHBrown, I assume you don't work in advertising.

Man, Microsoft is really trying! A good Operating doesn't need this much advertising. Something tells me they know it will be hard to sway Windows 7 folks away from the best operating system today.

JHBrown said,
Man, Microsoft is really trying! A good Operating doesn't need this much advertising. Something tells me they know it will be hard to sway Windows 7 folks away from the best operating system today.
They want to expose W8 and it's new design signature and features as much as possible to the general public. The Android and Apple brands and the hardware they target (phones and tablets) are easily recognizable by the general folk. On the other hand Windows is still the brand that you find at home on your PC; normal people are now realizing that there is a new OS in town that can compete with Android and Apple.

JHBrown said,
Man, Microsoft is really trying! A good Operating doesn't need this much advertising. Something tells me they know it will be hard to sway Windows 7 folks away from the best operating system today.

Its really cross-marketing. These magazines have apps on Windows 8 and want to advertise that they have them, and Microsoft wants them to advertise that they have them, because it convinces readers of these magazines that if they switch to Windows 8 they'll have the magazine content to look at.

I can understand why it turns people off though. Cross-marketing often reads like an endorsement of a product, when really its just a promotion scheme.

JHBrown said,
Man, Microsoft is really trying! A good Operating doesn't need this much advertising. Something tells me they know it will be hard to sway Windows 7 folks away from the best operating system today.

iOS must really suck then!

neufuse said,

iOS must really suck then!


Hey now, just having a culture of constantly giving freebies to journalists, paired with some of the most epic product placement since Coca Cola, doesn't mean they're doing all that advertisement because they NEED to.

Or something. Iono.

Glassed Silver said,
Is that Selena Gomez in the big tile in the top right corner?

Yes. Must be. And she's sucking on a bright red lollypop. Sigh...