NBC Rolls Out Fall Shows; New York Times Rolls Out New Ad Unit

Four Sections Feature Back-Page Ads Wrapping Around to Front

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NEW YORK (AdAge.com) -- The New York Times showed off the latest ad unit it's adding to its offerings this morning, executing a big NBC buy to promote four shows using "spadia" units -- ad pages that wrap around the spine of a section and to create a partial-page ad flap on the section front.
NBC promotes its fall shows using a new New York Times ad unit: a back page ad that wraps around to the front of a section.
NBC promotes its fall shows using a new New York Times ad unit: a back page ad that wraps around to the front of a section.

Publishers get creative
Newspapers have sought new ways to lure and serve advertisers in print as digital media continues to siphon readers and advertisers away. Over the past few years, the Times introduced faint watermark ads behind financial tables, the Los Angeles Times later introduced a triangular ad unit for its film section and the New York Post and The Wall Street Journal began selling front-page ad units. The Times hasn't gone that far yet but does sell ads on the front of interior sections. The Wall Street Journal has not gone so far as to wrap one of its sections, but it did feature an overleaf inside the paper on Sept. 12 for Jaguar -- the first time it had offered that type of ad unit.

It's easy to see what drives all the creativity: ad revenue at The New York Times Media Group, for example, fell 3.5% in the first quarter of this year and dropped 5.3% in the second quarter, The New York Times Co. said.

So NBC ran full-page color ads for "Heroes," "Chuck," "Bionic Woman" and "Journeyman" on the backs of the Metro, Business Day, SportsMonday and The Arts sections -- but was able to continue those ads another few inches around the front of those same sections. John Miller, chief marketing officer at NBC Universal Television Group, said his team was always looking for innovative ways to get their messages across.

'Unique solutions'
"We are extremely excited that NBC chose to showcase its fall season in The New York Times by using these innovative advertising units," said Denise Warren, senior VP-chief advertising officer, The New York Times Media Group, in a statement this morning. "A campaign such as this comes about as a result of understanding our customers and offering them unique solutions to meet their needs."

The Times was unable to provide any guidance on rates for the new spadia ads by deadline this morning.
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