This Sunday, the New York Times magazine ran their first "cover wrap" advertisement, for U.S. Trust, Bank of America Private Wealth Management, which overlays one-third of the front cover and nearly one-half of the back.

"This ad buy illustrates how we continue to work closely with our clients to create unique executions and customized opportunities to meet their business objectives," Denise Warren, senior vice president and chief advertising officer at the New York Times, said in a statement.

The Times has introduced many new ad formats over the last 18 months including section front ads, spadias, and single-sponsored magazines.

If there was ever a time for innovation in newspaper advertising, it's now. Advertising revenue was down 11.8% for NYT in the second quarter of 2008.

Source: Editor & Publisher