This ad for Target Market Pantry brand foods appeared in the Orange County Register, opposite a full-page ad for the brand.
It’s definitely an innovative use of advertising, although not necessarily a positive one. It shows that desperate, cash-strapped newspapers will do just about anything to accommodate advertisers. This sort of thing further blurs the line between editorial and advertising.
This is a last-ditch effort to keep newspapers afloat in the final years before newspapers printed on paper wink out of existence—that is, unless the government is successful with their plans to bail out newspapers, in which case the government will basically own the papers, which will make newspapers de facto house organs of the government (which, let’s face it, most of them already are voluntarily).
I expect that as paper newspapers and magazines start to disappear, this blog will eventually have to shift its focus to commercials and web advertising.
By Marc Librescu