By: E&P Staff The New York Times is introducing "watermarked" advertising in its Business Day section. The ads can be superimposed over the stock listings Tuesday through Saturday. The watermark will occupy a full page and will include the advertisers' message at the bottom.
"Our new branded watermark unit reflects the Times' ongoing commitment to deliver high impact advertising opportunities and value to our customers," Jyll Holzman, senior vice president of advertising at the Times, said in a statement. "This is a perfect business-to-business opportunity for companies that want to reach influencers in the financial markets."
As the ad environment remains soft, some newspapers are trying different ways to entice advertisers to their pages.
The Chicago Tribune announced in the summer an ad program that promotes different shapes and sizes, like shadow and step ads. And Tribune Media Net, the national advertising sales arm for Tribune Co., rolled out a marketing campaign promoting unique ad shapes last week.
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