THE AGE newspaper was renamed THE GE on the front page this morning thanks to an ad for the home ideas show stuck over the masthead and part of the crest. So much for respecting the brand.
For readers who are not reagular readers here, I have a ‘thing’ about the desecration of newspaper brands by Fairfax. While I am sure they like the ad revenue, covering the masthead in this way speaks volumes about what they think of their brand.
I wonder what the reaction from news and fairfax would be if newsagents placed thier own postit style notes on the front of papers advertising instore promos. It could be an easy way to get advert space without paying fees. Just a thought.
I don’t see what all the fuss is about these post it notes (i don’t get the AGE) It is there paper there name on the paper and i am sure who ever pays for the add is paying at a premium price to cover up the AGE
Geez next thing you will be worried that the paper isn’t giving your agency front page advertising. It’s the publishers decision to do what they want with their paper if you don’t like it don’t sell it.
It seems as though we are complaining for the sake of it sometimes
AT, My prime concern is about brand. I like The Age and would prefer that its brand was not covered in this way. My secondary concern is about trash. These stuck on ads are ripped off.
They’re a bugger for topping, too! They have to be torn off before you can rip along the ruler.
More work for us, dammit. Do they pay us extra to handle them?? Well, do they?
Mark, I see your point – the Sydney Morning Herald does it too. It does suggest a lack of respect for their own brand, as well as the notion that gimmicks are not below even the broadsheets. Call me a snob, but it does look like somebody’s been pinning ass’s tails to thoroughbreds. Not a good look.
It does nothing to instil confidence in the health of the company, either.