The West Australian newspaper yesterday covered front page news with a massive wrap-around funded by Chemist Warehouse. While the ad was fantastic, it completely obscured the news of the day and, more important, the sports stories of the day.
I saw several of the wrap arounds discarded on the street.
The West obviously don’t think the headline sells the paper. Customers ask “where’s the paper?” when it’s right in front of them because they don’t recognise it. This advertising wrap around has happened a number of time recently.