This is a good question. Masthead ads are a type of “special placement” ad. Special placement refers to when an advertiser submits a space availability request next to a particular section, department, feature story, etc… in order to increase the likelihood that the ad will be seen by the advertiser’s consumer base. With this in mind, special placement can also include the TOC or Table of Contents and the masthead. In regard to the latter, a magazine’s masthead is where you find information about the magazine’s editorial staff, publishing frequency, contact information, website address, subscription information (sometimes, not always) and any legalese. The masthead usually appears in the first few pages of a magazine and consists of a thin rectangular vertical strip on a page and, as a consequence, it is possible to make an ad placement next to it in most publications.
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