At least USA Today had a more-or-less straight-forward explanation for its 1A ad that wrapped the whole paper on Monday:
“Lee Jones, evp, advertising, USAT, said that in the past, concerns about editorial integrity, production and circulation deterred USAT from selling ads that wrapped the paper, but that market demand and quality of the ad allayed those worries,” MediaWeek reported.
As to “editorial integrity” versus “market demand,” the wrap promoting Jeep’s 2011 Grand Cherokee will bring in $1 million in a deal that includes presence on the newspaper’s iPad app and Web site.
The ad marked the first time the Gannett flagship had wrapped its news section with an ad. The wrap completely obscured the paper as shown through the window of outdoor racks, MediaWeek said.
USAT wrapped its Life section with a Verizon ad July 1 and recently introduced other front-page ads that do not obscure editorial.