Now Available: N.Y. Post's Front Page

British Airways Gets First Page-One Slot

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NEW YORK ( -- The New York Post has run its first front-page ad, joining recent converts such as The Wall Street Journal and old hand USA Today in drafting page one into newspapers' intensifying revenue hunt.

The British Airways ad occupied some of the space that was recently devoted to an 'Ice Queen' teaser about the 'thawing Anna Nicole.'
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Until now, the Post has frequently run cover wraps and front-page ads for its own Scratch N' Win promotion, but otherwise left the front clear for its attention-grabbing edit. Yesterday's British Airways ad at the bottom of the cover occupied some of the space that was recently devoted to an "Ice Queen" teaser about the "thawing Anna Nicole."

Some unanswered questions
"The New York Post, the nation's fifth-largest newspaper, is pleased to join The Wall Street Journal and USA Today, among others, in offering front-page, premium placement to its top-tier advertisers," said Paul V. Carlucci, publisher, in a one-sentence e-mail.

He declined to answer questions about what prompted the move now; what kinds of units are available; or whether the paper considered concerns about turning over such high-profile real estate to advertisers.

A spokeswoman at rival Daily News said she didn't know whether the Daily News had run front-page ads in the past but said it had not recently. "We're always open to new ideas and concepts," she said, "but they would have to conform to our editorial standards."

Tabloids may have an extra asset when it comes to front-page sales: the back page. The Post and Daily News use their back pages as second covers devoted to sports. The British Airways ad actually appears on both the Post's front page and the back.
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