Detroit Free Press and Detroit News sell out, replace page 1 with giant ad. Personally that does not bother me as long as the ad is tasteful. I wonder what it does to daily sales.
Detroit Newspapers, which oversees the joint operating agreement between Knight Ridder's Detroit Free Press and Gannett's The Detroit News, sold the entire front page of both papers to Marshall Field's on Wednesday, triggering some protests from readers.
Ford told E&P that Marshall Field's approached Detroit Newspapers -- the retailer was shopping the idea around to newspapers in other cities as well -- and that the agency gave the idea “thoughtful consideration” before agreeing to run the ads on Wednesday. “It just seemed like nothing far off field from a gatefold or a wrap,” he said.
The ads featured a gigantic American flag touting a Memorial Day sale under the banners of both papers. The real Page One started on the next page.
As the advertising environment remains soft, newspapers are looking for innovative ways to attract revenue. The idea of selling the front page, and putting the publication's logo on top, is known in the magazine industry as a “false cover.”
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