Canadian Magazine Industry News
15 December 2008,     TORONTO
Driven magazine spices up gift guide with fake ads

Driven was launched in 2004.
Driven has changed considerably since Gary Butler took over as editor-in-chief in the summer. While cars remain a core component of the magazine's editorial and advertising make-up, Butler, a former editor of custom magazines with St. Joseph Media, has been commissioning a wider variety of content and is moving Driven closer to a men's general interest book. The next issue, which will reach Globe and Mail subscribers tomorrow, features a series of nine fake, 70s-style advertisements tucked within the annual Gift Guide feature.

"They were basically done (i) for FUN and (ii) to jazz up the Gift Guide section, so that instead of 16 pages of grids and gadgets, there are 25 pages of, I dunno, FUN and grids and gadgets," Butler writes over e-mail. "The ads also double as fashion shoots (credits at the bottom of each ad) and the models are all everyday people (meaning, they’re not models). As it says on the title page of the section: 'The ads are fake, the people are real, the fashion is now.' Jazzy!"

Samples after the break.





































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