Desperate 'Times': L.A. Paper May Sell Front Page Ads, Publisher Reveals

By: The Los Angeles Times is considering selling advertisements on its front page as a way to boost revenue, the newspaper's publisher said Friday.

The ads would appear as 1 1/2-inch strips "focused on brands and images of a certain standard," said Times spokeswoman Nancy Sullivan.

In a memo to employees, Publisher David Hiller said the ads would raise several million dollars at a time when revenue is down sharply, the newspaper reported on its Web site.

Overall revenue dropped 10 percent and cash flow plunged 27 percent in the second quarter, making it "one of the worst quarters ever experienced," Hiller said. Ad revenue has declined 8 percent this year, he said.

The Times, owned by the Chicago-based Tribune Co., began selling ads on the front pages of its business, calendar, sports and travel sections last fall. They sometime appear as a banner running along the bottom of the page.

Other major newspapers?including Dow Jones & Co.'s Wall Street Journal, Gannet Co.'s USA Today and Pearson PLC's Financial Times?already print ads on the front page.


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