The Age and the Sydney Morning Herald newspapers are covered today with a translucent paper on which is printed an ad for the new Toyota Prado. Customers are confused when they see the newspaper, thinking they have the wrong product – I witnessed this several times. While an advertiser may like this disruption, the consumer is more likely to be frustrated.
I photographed the newspaper as it presents on the left with the Business Day insert out on the right to highlight the difference.
I am shocked that a publisher is happy to cover up the entire front page of their newspaper in this way. It is further proof that ads are more important than stories. However, without stories, ads have no medium around which to pitch.
That’s funny – Melbourne has the SMH covered, but it’s normal here. The Age, however has its condom on.
i think it looks very creative and nice
Over the past month we have not delivered Fairfax’s papers on 6 occasions due to late delivery from them – including this morning. Any increase in business they have generated from their recent subscription drives has well and truly been eroded by their production & delivery problems (the same applies for News Ltd). One can’t help but wonder what problems they had last night trying to put the Prado cover over the paper. I hope they negotiated a hefty price from Toyota for the promo – because it has certainly cost them a lot of goodwill with newsagents and readers. And yes, we have also had a lot of confused Customer’s this morning in-store.
Well at least now the fish shop doesn’t have to buy the grease proof paper for the chips. Oh that’s right you can’t wrap with newsprint anymore and somehow the the chips have never tasted the same since. There was something magical about ripping open the end of the chips wrapped in newsprint and revealing the warm aroma of freshly cooked chips.
Ah Graeme …. I love it when you talk dirty!
a bit of extra work topping the papers tonight as well.
peter
Didnt they use a sheet of greaseproof paper first, then wrap in old newspaper? ( for the fish and chips i mean)
Did anyone have issues wrapping these for home deliveries we gave up and hand rolled them the wrapping machine didnt like the extra front cover.