Front pages for sale

Swedish newspaper front pages are for sale. Two days in a row, the two competing free dailies in Stockholm have sold their cover pages to advertisers, or actually it is called a “wrap”, an extra page before the front page, but designed to look a lot like the actual front page.

Yesterday, there was an ad on the covers of Metro in Sweden, Finland and Denmark for the launch of the game Halo 2.

Today, H&M; did the same with the cover of Stockholm City to promote its launch of the Karl Lagerfeldt collection in selected shops. Clearly advertisers are pushing the envelope in terms of how far into the editorial sections that you can go.