The placement of the ad for Mainland Vintage Cheese (only at Woolworths) was perfect on my copy of The Saturday Age yesterday. It covered the crest of the newspaper as well as a key part of the masthead of the newspaper, the name. I guess getting a few bucks from a cheese company advertising a product which is only available at one of the two biggest supermarkets in Australia is more important than respecting your own brand. This would never has happened ten or fifteen years ago. Back then, they respected their product. It would not happen today in many newspaper companies around the world.