I often cover the daring, creative ways newspapers and print publications do to stay relevant. Usually it is about relevance to their core audience –readers.

But ever so often we see them create advertising environments that make you go wow! This is one of them. New York Magazine featured a double spread of two completely unrelated products, but designed (by their ad agency) to belong to a double spread, and stop a reader in his tracks.

There’s a lesson in this: Being relevant to the reader also means being intensely relevant to the advertiser, and it takes a great publisher to encourage layouts like this. Of course, the idea probably came from the agency, but an advertiser and an agency will always gravitate to a medium that allows some flexibility.

So as you could see in this ad, the key was to use two products that are right for the demographic –in this case pearls with the Yogurt. The product on the right is a Greek Yogurt, Fage.

MediaPost reports that there’s another ad involving a Tourneau watch, and the yogurt. I wonder if the advertiser on the left gets a better rate than Fage, since the yogurt company is essentially using the product on the left to make a point.