For one week starting tomorrow, NYTimes.com readers can tune in to some soothing classic music whilst perusing the paper, courtesy of a novel digital ad campaign.
The push -- a promotion for WQXR, the Big Apple's only 24-hour classical music station -- features streaming music players embedded in banner space. Each music player banner has been curated with music suited for each of the seven sections of the paper in which they'll appear.
Arts section readers will get Mendelssohn, Science readers will get Bach, and Media & Advertising readers can expect a Dvorak terzetto in C major. Using the player, readers can pick the movement to best suit the specific article they are reading.
What's noteworthy from an ad perspective is that the experience continues even when you scroll away from the banner ad itself. It's a dizzying confluence of media too; a digital buy for a radio product using a print newspaper title.
"We're really veering away from the disruptive banner ad and towards executions that are still immersive while enhancing the online experience," said John McCarthy, director of strategy at the agency that created the ad, Johannes Leonardo. "We've made the most of simple banner space by achieving a kind of 'page takeover' with sound content -- allowing us to own the entire page while only buying one portion."