It turns out Marie Claire's Joanna Coles isn't the only Hearst-y who's pulling double duty pushing real estate. Last month we followed the bizarre set of puzzle pieces that went like so: Coles put Tina Fey on the cover of Marie Claire to promote the actress' movie Baby Mama; the movie filmed outside 210 Riverside Drive, where Coles lives; an apartment listing for 210 Riverside mentions that Baby Mama filmed there; the listing is posted by Coles' own real estate agent (Hearst spokeswoman Jessica Pollack says "Joanna has no relationship and has never used Victoria Matus as her broker.").

And now a few other recognizable faces at Hearst are jumping on the trend, whether they volunteered to or not.

Promoting two retail spaces — that, according to an insider, have been vacant since the glass building opened, though a third space on 56th Street is now home to FedEx-Kinkos — at the Hearst Tower, Seventeen editor Ann Shoket, Cosmopolitan editor Kate White, and even an assistant have lent their faces to this outdoor campaign touting the building's eco-chic appeal. The graphics are posted on the building's 8th Avenue and West 57th Street exteriors (you're seeing the 57th Street side).

Jokes a passerby: "Maybe tenants were just waiting for Ann Shoket to tell them it's a good deal?"

[Photo: Flickr]