Visual Editors
Visual Editors, NFP was incorporated as a 501(c)(3) non-profit in 2004.
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scavendish
VizEds Moderator
Joined: 08 Mar 2004
Posts: 761
Location: Chicago Tribune
Posted:
Mon Aug 20, 2007 9:55 pm
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Honestly, I'd say that there's a better chance that the Shrek page sold more because Bakersfield had a much stronger headline to a local story played in the strip.
The thing about these promos is that none of it is unique content. None of it is stuff that you can't find anywhere else. Readers are already being carpet bombed with ads that have virtually the same images in them. Spider Man 3, for example, had a marketing budget of more than $100 million
When we devote the entire top of the page to images like that, we're giving movie studios free access to the most valuable real estate we own.
Here's a little test: would you allow Macy's or Verizon or Bed, Bath and Beyond to buy a strip ad at the top of your page?
No, you wouldn't.
Now, would you run a giant promo to a Macy's or Verizon or Bed, Bath and Beyond story about the start of a sale they were having?
No, you wouldn't.
And why wouldn't you? We can start the bidding at editorial integrity and move up from there. But you'd sure as hell sell them an ad.
What kills me in particular about the Spider Man and Pirates promos is that they give away the review. Ostensibly, we want somebody to pick up the paper to read the review of something we just spent 6 columns by 5 inches implying is a really big deal. But they don't have to!
Maybe more Shrek papers were sold because the promo didn't tell you what the review surely did (as did virtually every other review), that it sucked (which is another matter entirely -- do we promo other things inside the paper we don't think are worth seeing, doing or spending money on?). Although, I'd still argue it's because Bakersfield had unique, interesting content there at the top of the page.
(edit: the "you" I speak of is more you the reader and not Billy specifically -- this isn't about anybody in particular, just a trend in the industry)
Last edited by scavendish on Mon Aug 20, 2007 10:09 pm; edited 1 time in total |
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