Wednesday, February 16, 2011

The Record isn't first with 'cover wrap' ad

Image representing The Walt Disney Company as ...Image via CrunchBase

That four-page ad that was wrapped around the front page and A-section of The Record on Sunday was a first for the Woodland Park daily, but not the first time a newspaper used a full advertising page as a fake front, according  to the Media Buyer Planner Web site.

Media Buyer Planner reports that Disney paid The Los Angeles Times "in the ballpark of $700,000" for a March 2010 cover wrap promoting "Alice in Wonderland," a new Johnny Depp film.

The Times' cover wrap featured the face of Depp as the Mad Hatter superimposed over what looks like headlines and news stories. 

The full-page ad wrap in The Record had lots of white space under the masthead and an odd, italic type face in an odd color, plus a photo at the bottom of the page, that made no attempt to resemble a real front page.

Here is a link to the story in Media Buyer Planner on how The Times blurred the traditional line between advertising and editorial:

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