The New York Times has begun offering ad placements on its front page below the fold. CBS was the first to appear with a color strip ad yesterday at the bottom of the page promoting its top programming. This, as its latest move to counter the worst revenue slide since the Great Depression: The NY Times Company recently reported that November revenue fell 14% from November ‘07.
“This high impact placement represents an exciting new opportunity for our advertisers to reach our educated, affluent and influential readers across the country,” said Denise Warren, senior vice president and chief advertising officer for The New York Times Media Group. “In 2006 we began testing ads on some section fronts and received a very positive response from the advertising community. A strip ad on the front page of The New York Times will be highly attractive to advertisers looking for premium real estate for their campaigns.”
“With a weekday readership of 2.8 million and a Sunday readership of 4.2 million, The New York Times is the largest seven-day newspaper in the United States,” added Warren.
“It’s exciting that CBS is kicking off The New York Times’s inaugural front page ad," said George Schweitzer, president, CBS Marketing Group. “America’s most watched network will clearly have one of the most read ads – and we value this new means of prominently showcasing our valuable media properties.”
Another publication of The New York Times Media Group, The International Herald Tribune, also offers front-page ad placements.