Clean Is The New Black

Here is some exceptionally good news. According to Digiday, The Banner Industrial Complex Under Threat.

“From a publisher’s standpoint, there really is no choice but to go this way,” said David Payne, Gannett’s chief digital officer, of the move away from the banner. “I think we’ve all proven over the last 12 years that the strategy we’ve been following — to create a lot of inventory and then sell it at 95 percent off to these middlemen every day — is not a long term strategy.”

USA TODAY_ Latest World and US News -

Digiday points out that the newly redesigned USA Today dramatically reduced its inventory volume. Instead of fitting as many ads as possible around an article, it decided to place a single ad unit next to each of the site’s articles and package the content and ad together in a pop-out lightbox. Naturally, this makes the ad more visible to readers and thus more valuable to both the marketer and media company.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.