Running ads on the front page
May 6, 2009 in College Media
If your newspaper hasn’t asked the big question yet, it’ll likely come within in the next year or so. The Daily Bruin dealt with it on a large scale, and I dealt with it this week on a small scale. When should you resort to selling ads on the front page? #
There are a few questions your staff will want to ask before pursuing the decision: #
- Where do you stand (ethically) on running front-page ads and why?
- What’s the projected annual revenue you’d get from it?
- Is this a last resort or are you planning ahead (what other alternatives are there)?
Despite the unpopularity of my decision among my colleagues and advisors, I support the concept of a front page advertisement, but not as a permanent solution to newspaper budget problems. #
The general arguments against front page ads are as follows: #
“They will ruin our credibility.” In the case of the Daily Bruin, this may have been true. Or if you’re running an ad for a restaurant next to a positive restaurant review, that’s questionable too. But the “credibility” issue has nothing to do with where in the newspaper that ad is, but how it’s presented relative to other content (i.e. that example would still be considered ethically wrong on page 5). #
“Newspapers traditionally haven’t put ads on the front page.” Throw tradition out the window. Traditionally, did newspapers run user-generated content? Traditionally, did newspapers produce video content? Relying on tradition hinders innovation. And, anyway, the convention of empty front pages didn’t start until 30 years ago. It’s not really a tradition. #
“It would take away front valuable editorial content.” For newspapers that run wire or AP content, this argument of “valuable editorial content” is invalid. Although I’m not equating an advertisement to wire content, I do believe that if the front page content is not yours and not local, you might as well make money off that space. #
Front page advertisements are not a permanent solution. Student newspapers need to be pursuing revenue outside of the print product if they’re looking for long-term sustainability. #
This is where front page ads can help. Experimentation with web advertising is risky and it will fail time and time again. Extra money gained from front page ads can be used as “cushion” revenue, so to speak, while your staff works to figure out how to best utilize ads on the web — because you’ll never flourish online if you’re too scared to try it. #
For all the stigma that's associated with ads on the front page, back page, across the middle, the users don't care, much less notice. Though the Bruin example is flat disingenuous, and cannot become a habit, strip ads on the bottom of a front page just don't matter that much.If they make ad dollars, then go for it.There's no social contract between newspapers and users that there will be no ads. Location is just not important.IMHO
My opinion is that the ads on the front page of a newspaper would hurt the newspaper's brand. I understand the need to innovate, but this isn't innovating in the right direction, in my opinion. The innovation that should be happening is providing more value to the readers, not making them comment on what placement of advertisements on the front page of a newspaper mean for the newspaper's financial viability. Some would, I fear, call this into question, and I think this type of discussion would harm the newspaper's brand.
Interesting post Lauren. Personally, I think that using ads on the front page is a pretty good *temporary* solution for papers. The one thing that I think papers must be cautious of is doing it in a tasteful and non-distracting manner.
I look at the Fusion (http://fusionads.net/) and Deck (http://decknetwork.net/) ad networks. These guys have mastered the tasteful, unobtrusive ad and I think that a similar concept could be quite useful for a college paper.
I think it is pretty naive to say that users wouldn't notice a front-page advertisement. Those who read newspapers are typically quite smart and educated, intuitive and perceptive. Also, as a general comment, I don't think you can really call it a "temporary" solution when it would be quite difficult to turn back once you start front page advertising. Your advertisers would learn to expect it and would likely not want to pay as much for advertisement inside. It not only would devalue your other "premium" ad space, but also set a bad precedent. What's next? Ads above the fold? There are better options out there. You have to keep the balance of quality vs. a desire to pay for that quality firm. One sway in either direction could be detrimental.
I'm not at all arguing that the people who read newspapers aren't smart – I firmly believe the opposite. I am arguing that these people don't care. An ad is an ad, if it's on the front page, the back page, the in the middle of an article – it's still an ad. I don't think that readers will find it any more annoying on the front than anywhere else in the paper. (Presuming the size doesn't get too large.)I am with you on the "temporary" bit. We can't kid ourselves, this is the new norm.
I'm not at all arguing that the people who read newspapers aren't smart – I firmly believe the opposite. I am arguing that these people don't care. An ad is an ad, if it's on the front page, the back page, the in the middle of an article – it's still an ad. I don't think that readers will find it any more annoying on the front than anywhere else in the paper. (Presuming the size doesn't get too large.)
I am with you on the "temporary" bit. We can't kid ourselves, this is the new norm.
I'm not at all arguing that the people who read newspapers aren't smart – I firmly believe the opposite. I am arguing that these people don't care. An ad is an ad, if it's on the front page, the back page, the in the middle of an article – it's still an ad. I don't think that readers will find it any more annoying on the front than anywhere else in the paper. (Presuming the size doesn't get too large.)
I am with you on the “temporary” bit. We can't kid ourselves, this is the new norm.
I'm not at all arguing that the people who read newspapers aren't smart – I firmly believe the opposite. I am arguing that these people don't care. An ad is an ad, if it's on the front page, the back page, the in the middle of an article – it's still an ad. I don't think that readers will find it any more annoying on the front than anywhere else in the paper. (Presuming the size doesn't get too large.)
I am with you on the “temporary” bit. We can't kid ourselves, this is the new norm.