Philips and Time Inc. Agree to Keep It Simple: Philips Electronics, which is gaining a reputation on Madison Avenue for breaking conventions in reader- and viewer-friendly ways, is paying the Time Warner magazine unit $5 million for a novel ad play. Issues of four magazines -- Time, Fortune, People and Business 2.0 -- will feature the table of contents on the first page; a flap on the inside front cover will tell readers Philips is making that possible. The issue of Time that's involved goes on sale Monday, April 24.
When it comes to getting space near or before the contents page, "everyone fights for it," says Melissa Pordy, director of media investment solutions for Cheil Communications America.
