By: Jennifer Saba The New York Times has begun selling front-page display ads, a first for
the paper. CBS placed the ad this morning, which runs along the bottom
in color, about two inches high.
The paper has sold small-classified liners on the front page prior to
this move, but decided to sell display ads in such a desirable
position because of declining advertising revenue.
The New York Times Richard Perez-Pena reports the paper will only sell
front-page ads below the fold. Ad revenue throughout the industry has been plunging.
The Times has been selling front-page section ads for the past couple of years.
"This high-impact placement represents an exciting new opportunity for our advertisers," said Denise Warren, chief advertising officer for The New York Times Media Group.
Beth Fidoten, senior vice president and director of print accounts at
Initiative, told Perez-Pena that while in general many newspapers do
not charge much more for such placement it's a good way to get
advertisers to commit to multiple ads. The Times would not disclose
the price of a front-page ad.
The company reported that advertising revenue in November fell 20.9%.
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