‘Post’ Modern: Carries First Ever Daily Section Front Ad

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By: E&P Staff

The Washington Post publishing an advertisement on the bottom of its Sunday and Monday sports sections this week, and the paper in an article called it “the first time in decades the newspaper has given over part of the front page of a daily news section to advertising.”

There are reportedly no plans yet to sell ads for the Page One of the newspaper.

The Comcast SportsNet ad filled the width of the section’s front page “is another sign of tough times in the newspaper industry, as papers look for new revenue to help offset declining circulation and advertising,” the Post’s Frank Ahrens observed in the article.

“We in the newsroom feel like the space on the front of sections has traditionally been sacred space for us, so it’s with some reluctance that we make it available to advertisers,” said Philip Bennett, the paper’s managing editor. “But we’ve seen what these ads look like and we’re comfortable with them.”

The Post has sold ads on its weekly Real Estate and Health section fronts. It now “plans to accept such ads for its Home, Business, Sports and Travel sections, said Katharine Weymouth, The Post’s vice president for newspaper advertising,” Ahrens wrote on Saturday.

He added: “She would not reveal how much Comcast paid for the ad, but said section-front advertisers pay a premium over standard ad rates.”

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