Life & Style strips down advertising

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Underwear manufacturer Fruit of the Loom is scheduled to be sole advertiser for the July issue of Life & Style magazine.

Fruit of the Loom is hoping to attract the young, fashion-forward women who are the prime demographic for Life & Style. The panties producer will buy 16 ad pages and sponsor an advertorial in addition to supplying a prize for the magazine's trivia contest.

"They see this as a perfect fit for their brand, and the idea of taking over a whole issue makes it impactful," Ian Scott, president of Bauer advertising sales, said in a statement.

The ad campaign follows an initiative started by Bauer Publishing last year to raise the title's ad revenue. Fashion ads are the leading segment, upping Life & Style's ad pages 51.8 percent in the past year. The magazine also will see a jump in circulation - from 650,000 to 700,000 - with the July issue.

Fruit of the Loom will be the first company to sponsor Life & Style's biannual celebrity Fashion Awards spread. Each page of the special section will feature a small underwear-shaped icon. In addition, three interactive "Try Them On" ads are slotted. The brand's "Fruit of the Loom Fruit Guys" also are featured.

Life & Style is one of ten magazines published by New York-based Bauer Publishing. The magazine focuses on celebrity news and fashion.

This is the two-year-old monthly's first single-advertiser issue. It will hit the stands on June 22. Other advertisers have included Union Bay, Macy's and Nina Footwear.

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