The New York Times story on the New York Times story begins: “In its latest concession to the worst revenue slide since the Depression, The New York Times has begun selling display advertising on its front page.”
And the first ad was bought by CBS promoting prime time shows, NFL broadcasts and newsmagazine 60 Minutes. The 2 1/2 inch high ad lies horizontally across the bottom of the page, far below the fold.
A rep from a media buying firm interviewed in the Times story, not shockingly, finds the front page ad “very attractive.” But the ad may not necessarily beef up the Times’ bottom line. Beth Fidoten, SVP of print accounts at Initiative says papers do not charge significantly more for the front-page space than for other premium spots, “but the way it’s usually done is the advertiser has to make a significant commitment to multiple ads.”
So, expect to see more ads from CBS in the New York Times.
The Times joins The Wall Street Journal, USA Today and The Los Angeles Times in adding ads to the front page.