Denver Post publishes first-ever ad on editorial pages -- because agency asks

Michael Roberts January 13, 2011 1:25PM

[
          {
            "name": "Related Stories / Support Us Combo",
            "component": "12017627",
            "insertPoint": "4",
            "requiredCountToDisplay": "6"
          },
          {
            "name": "Air - Billboard - Inline Content",
            "component": "12017623",
            "insertPoint": "2/3",
            "requiredCountToDisplay": "7"
          },
          
          {
            "name": "Air - MediumRectangle - Inline Content - Mobile Display Size 2",
            "component": "12017624",
            "insertPoint": "12",
            "requiredCountToDisplay": "12"
          },{
            "name": "Air - MediumRectangle - Inline Content - Mobile Display Size 2",
            "component": "12017624",
            "insertPoint": "4th",
            "startingPoint": "16",
            "requiredCountToDisplay": "12"
          }
          
            ,{
              "name": "RevContent - In Article",
              "component": "13027957",
              "insertPoint": "3/5",
              "requiredCountToDisplay": "5"
            }
          
        ]

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 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.

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.

KEEP WESTWORD FREE... Since we started Westword, it has been defined as the free, independent voice of Denver, and we'd like to keep it that way. With local media under siege, it's more important than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" program, allowing us to keep offering readers access to our incisive coverage of local news, food and culture with no paywalls.

Make a one-time donation today for as little as $1.

Michael Roberts has written for Westword since October 1990, serving stints as music editor and media columnist. He currently covers everything from breaking news and politics to sports and stories that defy categorization.

Contact: Michael Roberts

Follow:

Facebook: 111180895657427

Twitter: @mikerobertscolo

Trending News

Latest Stories

Keep Scrolling or Click to Read:

Denver Post publishes first-ever ad on editorial pages -- because agency asks

Trending News

[%title%]

Latest Stories

This Week's Issue