An editorial calendar is utilized by various print and online media to designate when a special edition/topic/supplement will be published. This way, one is able to adjust their advertising to allow for these special editions.

Example: If there is a Back-to-School supplement or special edition, and you're a retail store, you may wish to highlight in your advertisement items that children, teens, and even adults, utilize during a school year such as daytimers, pens, pencils, notepads/books, time-management items, etc.

This way, you're able to capitalize on the editions content with your advertising, in effect, you're getting articles, colour photos, and other elements that lend to your own advertising campaign.

Another way to maximize an editorial special/supplement is to highlight good wishes and thanksgivings. This enhances your appeal to the readership and relates you as a sponsor and part of the community rather than a business advertiser.