Right on Target?

Local-based national retail chain Target has made headlines across the country after purchasing every single ad in The New Yorker magazine's Aug. 22 issue. The media buy has drawn national attention from media and the blogosphere. Does the New Yorker buy make sense? What do you think? Here is a sample from Slate.com on what the media has to say:

Target and The New Yorker seem like an odd match. (The last time Target pulled off the buy-every-ad gimmick, it was the sole sponsor of an issue of People.) Only recently did the "Bloomingdale's of the discount industry" vanquish Wal-Mart and Kmart to win the hearts and minds of the middlebrow. Moreover, when compared to the modish boutiques that usually advertise in the New Yorker, Target looks rather vulgar; there is no sign at the entrance of Louis Vuitton, for example, that reads "Welcome to Low Prices." But let's say the New Yorker ads work their magic on our Mr. Tilley. He resolves to spend an afternoon at Target to see what all the fuss is about. He screws in his monocle, presses shoe to linoleum, and pushes forward into the interior. What will he find?

First off, a reassuring aroma of pomposity. Just like Louis Vuitton, Target has long viewed itself as floating above the rabble.

Of course, one may have trouble reconciling the purchase of exclusive rights to ads in the prestigious New Yorker at the same time they are using a remix of Sir Mix-a-Lot in TV commercial for Baby Got Backpack? What do you think? Comment below.