France: daily newspaper Libération publishes "collector's edition"

Posted by Alisa Zykova on October 24, 2008 at 8:34 AM

French daily newspaper Libération was published Friday on paper usually reserved for magazines as part of an advertising deal with luxury brand Chanel for its No. 5 perfume. The paper's director, Laurent Joffrin, mentioned that the content of the paper wasn't affected by the "elegant" advertiser.

The "collector's issue" is intended for an audience that is used to prestige in writing and who believe in the future of the printed press amidst the economic turmoil, according to Joffrin. He pointed out that in the 80's, Libération was printed on fabric.

An advertisement for the No.5 perfume is included as a centerfold with the phrase "And if this was the first time."

The special edition was sold at the normal €1.30 cover price, which grew by 10 cents in mid-October as a response to the financial crisis.

Source: AFP through Le Monde