It’s only seven-eighths of an inch high, but the strip at the
bottom of USA Today will cost clients more than dollars 1 million a year
for a once-a-week placement.
Since national newspapers moved away from splashing ads all over page
one, the front-page ad has become something of a taboo.
But USA Today recently decided to offer a thin strip at the bottom of
its front page.
The paper’s senior vice-president, advertising, Carolyn Vesper Bivens,
said: ’For years advertisers have said if we decided to sell the space,
they’d be interested.’
The strip was snapped up within hours of being offered. Marriott,
General Motors, NorthWest Airlines, AT&T and online superstore Value
America, all bought the slot.
’We expect to make more than dollars 5.2 billion from the first year,’
USA Today has a daily circulation of 2.27 million.