We've seen it in more and more newspapers during the past several years -- 1A advertising. Can't say that we ever really cared for it, but as the advertising market has tightened it becomes harder to defend an ad-less front page.And now comes word of the venerable New York Times selling space on its front. Today's paper includes an advertisement from CBS across the bottom, 2 and a half inches tall.
And guess what? The sun came up this morning. (OK, actually it's really cloudy and foggy here, but it's still daylight and the sky is gray, not black, so that means the sun did come up.)
Many of our member papers already have 1A ads. For those newsrooms that still have the entire front page to themselves, it's probably time to come to grips with a new future. As a matter of fact, it might be prudent to offer up the space with solutions that can make you and an advertiser happy.
Besides, you can't use the New York Times as an excuse anymore.
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Or does it even matter? Perhaps the greater issue to come to grips with is the dwindling advertising that accompanies a slumping economy.
Interesting point. But think about this... in a dwindling advertising market, one does need to be open to different ideas that might help an advertiser get better results. Trying to do more of the same won't work, so what could be done differently? For many papers, front page advertising could be one answer. By itself, though, it won't be enough. What other ideas are out there?
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