Newspaper Wrap Around Ads Can Dilute Brands

I am not sure if your local newspaper has engaged in using wrap around print ads on the front page or not, but mine has and it is annoying. This is an example of what Seth Godin would describe as interruption marketing. I don't know about you, but I want to see what the main headline is on the front page, not an ad for a sale on top sirloin steaks at the local supermarket.

A few days ago the ad was for a special section on education. Even as an education brand consultant and someone who is the target audience for this ad, I do not want to see this on the front page and interrupting my line of sight and my expectations when I pick up the paper. In the case of this ad, I think it dilutes the brand of the school sponsoring the ad and the newspaper brand.

As Seth Godin says, we embrace permission marketing, we do not embrace interruption marketing. Wrap around ads look and feel very 20th century. No wonder people are not buying newspapers anymore and many are going away. Where is the 21st century branding. I guess some newspapers are so desperate for ad revenue, they will do anything. Including diluting their own brand to make a quick buck. This approach does not do much for recruiting and retaining brand champions.

Rex Whisman

BrandED Consultants Group