Newspapers Filled With Condolence Ads

By: Karen Matthews, Associated Press Writer (AP) The employees of Levitz Furniture express their sympathy. Sleepy's extends heartfelt condolences. Wall Units Inc. of Los Angeles sends its prayers.

In the days since the terrorist attacks, corporate America has shown its human face in newspaper ads expressing sympathy, solidarity, and resolve.

Like the flags that are appearing on everything, the ads have become part of the new American landscape in the aftermath of the attacks.

"It's more than I have seen before," said Tom Pellicane, advertising director for Newsday. "We have the corporate community responding and wanting to show their support. We also have people within other areas like religious communities wanting to show their support."

On Wednesday, eight days after the attacks, Newsday carried full-page condolence ads from the Bank of New York, JPMorganChase, and the Metropolitan Transportation Authority, among others.

Melissa Snyder, vice president of marketing for USA Today, said companies that have placed sympathy ads there include Merrill Lynch, the New York Stock Exchange, Morgan Stanley, Home Depot, Radio Shack, and Sears.

"All the messages start out with condolences, and some of them move onto the reassurance message to customers to let them know that their money is safe, their accounts are safe," Snyder said.

Alberto Ibarguen, publisher of The Miami Herald, said the newspaper has seen about the same number of condolence ads come in as ads pulled by advertisers in the wake of last week's carnage.

"Obviously, airline ads are out and a lot of travel ads are out," he said.

The clothing store chain Lord & Taylor took out ads in all its major markets reading: "In unity, we stand as Americans. Together, we shall overcome and ultimately triumph over the tragedy our nation has endured."

Lavelle Olexa, senior vice president of communications at Lord & Taylor, said, "We all need to feel that we have in some way voiced our concern and our support. This is just about the only way that we can publicly do it."

Gearys of Beverly Hills, a luxury goods store, put an ad in Sunday's Los Angeles Times that read in part, "Out of our deep despair comes a deep resolve, a new strength, hope for peace and understanding among all people."

Tom Blumenthal, senior vice president of Gearys, said the company has taken out similar ads only twice before, after the Los Angeles riots of 1992 and the Los Angeles earthquake of 1994.

"The earthquake and the riots hit home more, but this was equally as tragic in different ways," he said. "We're going to be remembering this for the rest of our lives."