Explaining the NY Times rate card for ads
NY Times:
It should be noted that the Times did not explain this difference when people called to find what the ad rate would be. Now that its business practice has been exposed, expect more advertisers to ask for the stand by rate, and for revenues to further decline at the Times.
The MoveOn ad has turned into a disaster for the Democrats and the NY Times.
The AP reports that the NY Times did not offer the discounted rate to Freedom's Watch which ran an ad on 9-11. Full disclosure of ad rates is apparently not policy at the Times. Freedom Watch is also rolling out new TV ads denouncing MoveOn's "Betray Us" ad. The MoveOn folks appear to still be operating in their echo chamber and do not yet comprehend the damage they have done to their organization and the Democrats.
...It appears that the Times has an extraordinary discount from running ads on a standby basis. It also appears that ad placement has been reduced to a point where it is pretty easy to get your standby ad run on the day you want it. In other words, the Times decline in ad placement and ad revenue makes it easy for both MoveOn and Giuliani to get their ad run when they want to.
Catherine J. Mathis, a spokeswoman for The New York Times Company, said the advertising department does not base its rates on political content. She also said the department does not disclose the rates it charges for individual advertisements. But she did say that “similar types of ads are priced in the same way.” She said the department charges advocacy groups $64,575 for full-page, black-and-white advertisements that run on a “standby” basis, meaning an advertiser can request a specific day and placement but is not guaranteed them.
Mr. Giuliani’s advertisement attacks MoveOn.org and Senator Hillary Rodham Clinton of New York, a leading Democratic presidential candidate, while praising General Petraeus.
Freedom’s Watch, a conservative group, ran a full-page, color advertisement in The Times on Sept. 11. In a letter Thursday to its publisher, Arthur Sulzberger Jr., the president of Freedom’s Watch, Bradley A. Blakeman, said: “The New York Times representative explained to us that we could run a standby rate ad for $65,000, but we could not pick the date or placement of the ad.” Mr. Blakeman said MoveOn.org must have been able to pick the date of its advertisement, or had been given “preferential treatment” on the timing, because news organizations were discussing the advertisement before it ran.
Ms. Mathis said the content of an advertisement is not reviewed before a price is quoted.
As for advance word of when a standby ad is running, she said: “Someone might say, ‘I’d like the standby rate, I’d like it to run tomorrow,’ and we say, ‘We can’t guarantee that,’ but then if we find out it is running, we let them know. If we have room, we try to accommodate them.”
It should be noted that the Times did not explain this difference when people called to find what the ad rate would be. Now that its business practice has been exposed, expect more advertisers to ask for the stand by rate, and for revenues to further decline at the Times.
The MoveOn ad has turned into a disaster for the Democrats and the NY Times.
The AP reports that the NY Times did not offer the discounted rate to Freedom's Watch which ran an ad on 9-11. Full disclosure of ad rates is apparently not policy at the Times. Freedom Watch is also rolling out new TV ads denouncing MoveOn's "Betray Us" ad. The MoveOn folks appear to still be operating in their echo chamber and do not yet comprehend the damage they have done to their organization and the Democrats.
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