Annals of "flapvertising": Sharp magazine sells ad window in its logo

According to a story in Masthead, Sharp magazine has made a deal with the ad agency of automaker BMW to die-cut two separate flaps in its front cover, including one that alters the name of the magazine to become part of an inside front cover ad. Noah Vardon, strategy manager at Media Experts who worked with Contempo Media [publishers of Sharp] on the execution, explained BMW, the creative agency