Marie Claire Goes Native for April

NATIVE SOLE: Despite publicizing its Kerry Washington cover for April, Marie Claire has decided to give subscribers the native advertising treatment. The magazine has released its first native cover sponsored by Stuart Weitzman to its 877,000 subscribers, who constitute roughly 87 percent of its print magazine readership. (The other 13 percent are buying the magazine at the newsstand and get to see Washington’s face front and center without the ad.) Although Marie Claire has experimented with native covers before — it ran a denim cover wrap which opened with a paper zipper that revealed an interior Guess ad — it hasn’t yet run a fully sponsored cover. The subject of native advertising running on magazine covers has been a hot topic since WWD learned that the American Society of Magazine Editors was in the process of updating its editorial guidelines to reflect the changing landscape. Current rules suggest that magazines should keep ads off their covers. “Don’t Print Ads on Covers,” ASME writes on its site, explaining that ads printed on “false covers or cover flaps” should be labeled as advertising. (The Marie Claire cover does not, but simply carries a tag line that says “Presented by Stuart Weitzman.”) “Before we did

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