Magazine editor game

The goal of a single-sponsor issue is the same as it is when an advertiser buys all the commercial time in an episode of a television series: attract attention by uncluttering the ad environment.

Pay less' is our mantra," Ms. Gralnek said, quoting the Target slogan, "and this is part of 'Expect more. All the ads, not surprisingly, feature the Target bull's-eye logo in one way or another, like a giant game of ring toss with the Target targets circling a skyscraper. Gralnek said, but in the end "these were the rules we gave the artists: the ads had to use the Target bull's-eye and had to have New York themes.

But it is unclear whether a discount retailer whose slogan is "Expect more. Pay less" would pay, uh, retail. For those worried that The New Yorker may be blurring the line between editorial content and commercialism, executives of the magazine and Target offered reassurances that there would be no equivalent of The New Yorker mascot, Eustace Tilley, staring at a butterfly through a monocle covered with a Target bull's-eye.

Carey said. Target was not told in advance what the editorial contents or the cover of the issue would be, Mr. Carey said, and there is to be no editorial acknowledgement of the sponsorship. An ad identifying the illustrators is to run in the back pages of the issue.

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