In these days of declining print revenue, newspapers are more willing than ever to print advertisements where none have gone before. Case in point: Yesterday, the first-ever ad appeared on the Denver Post's editorial pages -- an accomplishment SE2, the agency that packaged it, compares to climbing Mount Everest. So how did folks there accomplish this feat? According to a blog post, "We asked."
The ThinkAboutItColorado.org ad.
The ad in question touts ThinkAboutItColorado.org, a health-care advocacy organization. While health care is a controversial topic these days, the copy soft-sells the message in a way that likely made accepting the ad easy for business types at the Post.
Why did SE2 want the ad on the op-ed pages? "Because policy nerds like us read it and we thought the novelty of an ad in this section would get noticed," the blog item points out.
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Once the Post signed off on the general concept, interim creative director Joel Hill shaped the concept with the location in mind. SE2 has been pleased with the results: "Combined with online and cable TV advertisements, The Post ad created a significant spike in visits to ThinkAboutItColorado.org and new people have signed up to support the education campaign."
And now, another frontier has opened.
More from our Media archive: "Denver Post online circulation figures better than print, but hookup with The Onion is no joke."