I saw a customer pick up the Sydney Morning Herald this morning, remove the post it type ad for Oxfam stuck on the masthead and leave this at the counter. Regulars here will know I obsess about these stuck on ads on Fairfax newspapers. The ones I dislike the most are those stuck over a news headline or the masthead as they represent a disrespect for the brand. Oh, as the trash left by unhappy customers.
The Age, this morning, had the ad featuring the porker covering the pointer to some story about an airplane – my thought, pigs might fly.
I have disregarded the ad and have no idea what the story is about – the advertiser loses and the journalist’s work is disrepected.
Surely it’s the prerogative of the individual publication and it’s owners what and where they place these things on the front of their paper.
It may actually work to their detriment and cost them sales covering up something that may compel them to buy it when they otherwise wouldn’t. Yes that in turn may cost us as well with the loss of one or two papers but again, if they want to take that risk then it’s entirely up to them where they place it.
Though if it bothers you that much Mark the simple solution would be to remove them all and the “problem” will be fixed. Then i’m sure there’ll be complaints about the few minutes out of your day it’ll take to do that but look on the bright side, you’ll finally be rid of the post it notes! You’ll just have to work out what the lesser of two evils are and go with it.
Dean,
I am interested in this issue as a fan of newspapers and as one who is interested in brand management. I am surprised that Fairfax so readily covers their masthead when other brands go to extraordinary lengths to protect the clear view of theirs.
Mark
Post it note advertising is among the most expensive in the industry therefore i can fully understand the lure of obtaining a client willing to pay for it at all costs.
Happily they haven’t made their way over here to Perth yet.
What does annoy me exceedingly however is newspaper price stickers… why do they have to be made so sticky? Can’t they just come off without leaving behind residue? Also, considering magazine publishers know that newsagents will be sticking stickers on the cover why are so many designed so that something important – such as a issue number on comics – is obscured?