{"id":908,"date":"2009-04-10T19:04:33","date_gmt":"2009-04-11T00:04:33","guid":{"rendered":"http:\/\/thesocietypages.org\/thickculture\/?p=908"},"modified":"2009-04-11T07:18:30","modified_gmt":"2009-04-11T12:18:30","slug":"powning-the-front-page-the-daily-bruin","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/thickculture\/2009\/04\/10\/powning-the-front-page-the-daily-bruin\/","title":{"rendered":"p\/owning the front page:: the daily bruin, ads that look like content, &amp; does it really matter?"},"content":{"rendered":"<p>This <strong><a href=\"http:\/\/blogs.laweekly.com\/ladaily\/media\/bruin-baiting-ucla-paper-still\/\">story<\/a><\/strong>\u00a0on how the <strong><a href=\"http:\/\/en.wikipedia.org\/wiki\/Daily_Bruin#Awards_and_Recognition\">award winning<\/a><\/strong> Daily Bruin sold a &#8220;wrapper ad&#8221; made me think about the <strong><a href=\"https:\/\/thesocietypages.org\/thickculture\/2009\/03\/28\/web-print-the-singularity-of-media\/\">singularity of media and the future of print<\/a><\/strong><strong>. \u00a0<\/strong>The PBS Frontline of\u00a0<strong><a href=\"http:\/\/www.pbs.org\/wgbh\/pages\/frontline\/shows\/persuaders\/\">The Persuaders<\/a><\/strong>\u00a0shows how JetBlue used a similar wrapper ad in Boston to bump &#8220;real&#8221; content off of the visible front page and make JetBlue look like a front page story with a faux front page that was an ad. \u00a0Was it The Boston Globe? \u00a0Nah, it was a Boston-area tabloid, the Herald.\u00a0<\/p>\n<p>I&#8217;ve been following The Daily Bruin story and saw the <strong><a href=\"http:\/\/twitter.com\/LAWeekly\">LA Weekly Tweet <\/a><\/strong>about it. \u00a0I saw the <strong><a href=\"http:\/\/www.collegemediainnovation.org\/blog\/2009\/04\/07\/not-the-sort-of-innovation-we-need\/\">Innovation in College Media<\/a><\/strong>\u00a0post on the issue, which had a good comparison of the real {right} versus faux {left} front pages.<\/p>\n<div id='gallery-1' class='gallery galleryid-908 gallery-columns-2 gallery-size-thumbnail'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/thesocietypages.org\/thickculture\/files\/2009\/04\/fakefront.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"75\" height=\"75\" src=\"https:\/\/thesocietypages.org\/thickculture\/files\/2009\/04\/fakefront-75x75.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/thesocietypages.org\/thickculture\/files\/2009\/04\/realfront1.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"75\" height=\"75\" src=\"https:\/\/thesocietypages.org\/thickculture\/files\/2009\/04\/realfront1-75x75.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>Well, why would an award-winning student-run paper risk their reputation to sell ice cream? \u00a0On the other hand, is this even a big deal? \u00a0The editor of UC Berkeley&#8217;s Daily Cal up the road {down the street for me, this week} offered this::<\/p>\n<blockquote><p>&#8220;We were approached about the same ad, and we firmly decided against it. I really recognize the problems the Bruin are facing. We have them too, and considering we are one of the few papers that actually scaled back publication, we&#8217;re probably feeling the pain a lot worse.<\/p>\n<p>We actually did end up running a similar ad, but inside (pp. 5-6) and more clearly labeled as Paid Advertising. Still not something I&#8217;m entirely comfortable with, but definitely something I can live with, considering we held on to the revenue. Would welcome your thoughts on it. Available at:<span id=\"apture_prvw1\" class=\"aptureLink \"><span class=\"aptureLinkIcon\">\u00a0<\/span><a class=\"aptureLink snap_noshots\" href=\"http:\/\/www.dailycal.org\/data\/pdf\/2249.pdf\">http:\/\/www.dailycal.org\/data\/pdf\/2249.pdf<\/a>&#8220;<\/span><\/p><\/blockquote>\n<p>The economics of print media make advertising necessary. \u00a0This post on <strong><a href=\"http:\/\/www.poynter.org\/column.asp?id=2&amp;aid=161648\">Poynter<\/a><\/strong> shows that print isn&#8217;t dead in light of online media, which {to me} highlights relevance. \u00a0Readers will seek relevant content regardless of the medium, up to a point. \u00a0<\/p>\n<p><span class=\"aptureLink \">Many on staff at The Daily Bruin weren&#8217;t on board with the decision to run this ad and as it turns out, the editor of The Daily Bruin <strong><a href=\"http:\/\/dailybruin.ucla.edu\/stories\/2009\/apr\/7\/editors-note\/\">announced<\/a><\/strong> that there would be no more ads of this sort. \u00a0Those who have seen <strong><a href=\"http:\/\/www.thecorporation.com\/\">The Corporation<\/a><\/strong>\u00a0have seen examples of media exerting great influence over content (<strong><a href=\"http:\/\/en.wikipedia.org\/wiki\/Jane_Akre\">Jane Akre<\/a><\/strong> &amp; <strong><a href=\"http:\/\/en.wikipedia.org\/wiki\/Steve_Wilson_(reporter)\">Steve Wilson<\/a><\/strong>), so we have a situation where the fourth estate has revenue imperatives at the school paper level and above.<\/span><\/p>\n<p><span class=\"aptureLink \">I think it&#8217;s a bad idea to mess with reputation or audience perceptions. \u00a0If you&#8217;re a tabloid or crappy paper {or crappy blog for that matter}, it probably doesn&#8217;t matter that much. \u00a0Audience expectations factor in that constrain what one does. \u00a0The ad execution wasn&#8217;t that creative and there was no great payoff, so in my opinion, it wasn&#8217;t worth the stretch for The Daily Bruin. \u00a0If I were Haagen-Dazs and its ad agency {I do believe it still is\u00a0Goodby, Silverstein &amp; Partners}, I&#8217;d wonder if this press is a plus or minus. \u00a0At best, I think it&#8217;s a wash. \u00a0The ad execution was meh &amp; I never felt the &#8220;<strong><a href=\"http:\/\/www.adweek.com\/aw\/creative\/best-spots\/general\/article_display.jsp?creativeId=269682\">honeybees&#8221; campaign<\/a><\/strong> was &#8220;on code&#8221;. \u00a0Nevertheless, there are economic imperatives for print journalism. \u00a0It&#8217;s easy to Monday-morning quarterback the situation, but this situation isn&#8217;t going away any time soon. \u00a0Advertising content is becoming so pervasive, it&#8217;s in TV shows, movies, video games, <em>etc<\/em>. \u00a0Should a line be drawn at ads that look like news?<\/span><\/p>\n<ul>\n<li>Should journalistic news content and advertising be strongly delineated?<\/li>\n<li>Does it really matter to readers if it&#8217;s not?<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>This story\u00a0on how the award winning Daily Bruin sold a &#8220;wrapper ad&#8221; made me think about the singularity of media and the future of print. \u00a0The PBS Frontline of\u00a0The Persuaders\u00a0shows how JetBlue used a similar wrapper ad in Boston to bump &#8220;real&#8221; content off of the visible front page and make JetBlue look like a [&hellip;]<\/p>\n","protected":false},"author":160,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[750,1328,118],"class_list":["post-908","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-advertising","tag-daily-bruin","tag-journalism"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/posts\/908","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/users\/160"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/comments?post=908"}],"version-history":[{"count":16,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/posts\/908\/revisions"}],"predecessor-version":[{"id":954,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/posts\/908\/revisions\/954"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/media?parent=908"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/categories?post=908"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/tags?post=908"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}