Front Page Advertising - Yes or No?

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Does your newspaper run ads on Page ONE?
Today's story from The Southern Newspaper Publishers Association eBulletin introduces one more newspaper that does. Is this a good thing?


SOURCE:
Cindy Durham
Editor, eBulletin
Southern Newspaper Publishers Association
Please go to this link to see the actual ad:
http://www.snpa.org/circuitaddon/ebu...7.htm#Page1ads
The article below appears in its entirety.

" Virginia's Daily Press Begins Marketing Ads on Front Page

The appearance of a paid advertisement on Page 1 of the May 31 Daily Press marked a first for the Hampton Roads-based newspaper as it joined the ranks of others around the country that accept ads for front page publication.


The Daily Press’ choicest advertising position is now a 6-column by 1-inch strip along the bottom of Page 1. According to Greg Pedersen, the paper’s vice president/advertising, retailer JC Penney purchased the showcase space in the May 31 edition to remind customers that its Coliseum Mall location in Hampton continues to be open for business during mall renovation.

Making the space available involves reconfiguring the front page to reposition some content and navigation elements, noted Vice President/Editor Ernie Gates in a message to his staff. It also places special emphasis on the Daily Press newsroom’s code of ethics in maintaining a clear distinction between advertising space – sales of which generate revenue that’s essential for the company to operate – and news content, which can’t be bought at any price.

“I know that none of you would adjust a story or headline or photo because of an ad, and no one anywhere in this company would expect you to,” Gates wrote. “Independence is a cardinal news value – and editorial content isn’t for sale.”

Because of the prominence and exclusivity of the front page, political advertising won’t be accepted, and other kinds of ads will be subject to the terms and conditions of the Daily Press’ advertising policies. On days when the strip is unsold or when the extra inches are needed for breaking news, the space will revert to the newsroom.

Advertisers also can purchase 6-column by 1.5-inch strips along the bottom of the Local, Sports, Life and Business section fronts.

Acknowledging the uniqueness of the front page and the fact that breaking new ground can sometimes cause unease, Gates noted that the sale of Page 1 ads has both immediate and long-term economic benefits. “This will add revenue, and that will help preserve content, or even jobs,” he said. "

SOURCE:
Cindy Durham
Editor, eBulletin
Southern Newspaper Publishers Association
Please go to this link to see the actual ad:
http://www.snpa.org/circuitaddon/ebu...7.htm#Page1ads
The article above appears in its entirety.

[Ad Chatter]

This has been a long time coming and I, for one, am happy to see it happening more and more frequently. My feeling is that although it has the potential to cause editorial problems at some point, those issues can be handled in-house. A shortage of revenue cannot.

[frank doughton]

It seems the LA Times is about to join the ranks of newspapers selling the front page for new revenue. Has anyone gotten any feedback from readers on how they feel regarding this new development? Further, if the response is overwhelmingly negative, will those reader comments fuel a return to the status quo? Or will revenue trump readership?