LAT Uses ‘Takeover’ Ad for Front Page

The Los Angeles Times broke new advertising ground Friday (March 5), adapting the homepage takeover concept from the Web to the front page of its print edition. Coinciding with the movie release of Alice in Wonderland, the front page is dominated by Johnny Depp’s Mad Hatter character in 3-D.

The L.A. Times is the only major newspaper to use the ad unit, created as part of Disney’s launch of the film in movie theaters.

“We knew this was an unusual opportunity to stretch traditional boundaries and deliver an innovative ad unit designed to create buzz and further extend the film’s brilliant marketing campaign,” said John O’Loughlin, evp of advertising and chief revenue for The Los Angeles Times, owned by Tribune.