Time Inc. is trying something new with one of its most important annual publishing events. Instead of limiting access to the cover story to print subscribers when Time announces its “person of the year” at 8 a.m. Eastern Sunday, anyone will be able to read the stories and get a 24-hour pass to the magazine’s archives (also, usually limited to print subs) in exchange for watching the full-screen Ultramercial ad from POY sponsor Chrysler.
Could end up as a one-off but, if it works, I’d expect to see Time use the ad-for-access option again. (Disclosure: Ultramercial is one of our sponsors.)
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