Reported in an article by Richard Perez-Pena, the LA Times is challenging traditional limits on advertising via the newest front page ad from last Friday. The LA Times has previously used the front page for advertising in bold ways, receiving harsh criticisms: the first back in April when the southland series ad was made to look like a news article and the second was of the full page wrap around ad for true blood. Though highly controversial, these former ads were less disturbing than the “Alice in Wonderland” ad this is due to the fact that for this new ad actual pieces of the Los Angeles Times were lent over to the advertiser. John Conroy, spokesperson for the times, explained that the unorthodox ad in print, mirrors the online approach that will flash an ad over the entire main page. Whether this concept is the answer to financial need or just a fresh new idea that may change the newspaper industry, ads and the delivery of them have breached the limits.
This controversial concept has many factors and views regarding its solid "newspapering." Of course many media critics have attacked this concept that is new, unconventional, extreme, and shocking, but what does it all really mean? Well, if everyone knew the complex rigamarole of choosing front page stories, a degree of understanding may be gained as to the importance of that location. Writers’ stories are passed through the web of gatekeepers and editors, offices and additional editors, to determine the importance and news worthiness of the story. After further analysis and juggling of stories the decision is finally made as to which story reaches the sacred space of the front page. To change this conventional process disrupts an entire system that is based on routine and tradition. Placing Johnny Depp’s face as the Mad Hatter on the entire front page, while pushing back the front-page-worthy-stories to then follow was a bold move.
Does this really matter? Is it really THAT important as to what goes on the front page of a news paper? Well… This new trend for The Los Angeles Times may become a trend for more and more news papers due to financial burdens and losses. To put it plainly, this change could weaken the importance of not only front page news but how the news is delivered and disseminated to the readers. Will hard news and good stories fall to the wayside? What will this look like 10 or 15 years from now? Perhaps these are farfetched ideas, but in an era of fast paced change maybe they aren’t so distant.
The article used was found in New York Times, access my clicking here
This is a really interesting post. What do you think about what Geneva Overholser said in the article, that this advertisement isn't as offensive as the "Southland" ad (which actually imitated a news article on the front page)? This is a blatant advertisement taking the place of news stories, but that "Southland" ad subtly blended in with the other stories. Do you think one is a greater offense than the other?
That's a good question and I thought about that as I was reading and looking at the other ads. I understand why it could be more offensive because it was quite deceptive to readers, yet perhaps this is just a new change in advertising. Since the paper is struggling financially (along with many papers) this was a revolutionary and simple solution to generate revenue and perhaps it may even become routine… It’s the new tomorrow! …or perhaps we can just call it selling out.