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'S.D. Union-Tribune' Pulled Home Page Ads for Two Days -- and Launched Free E-Edition to Serve Readers in Fire

Magazine article Editor & Publisher

'S.D. Union-Tribune' Pulled Home Page Ads for Two Days -- and Launched Free E-Edition to Serve Readers in Fire

Article excerpt

After two days of pulling all home page Web advertising to free up space for fire coverage, the San Diego Union-Tribune is planning to return those Web ads again today, according to Chris Jennewein, vice president of Internet operations.

But if your worried the paper is losing ad revenue from the temporary lack of some ads, Jennewein says the record 10 million page views on Tuesday, plus expected future high-traffic days, will more than make up for it.

"We took them off to improve performance," Jennewein said about the paper's site, SignOnSanDiego.com, which gets about 10% of ad revenue from the home page. "We will put up some smaller ones today, mostly non-profits. We took them down because ads are handled through ad servers that can slow down things during times of high volume."

The Web site also launched a long-planned electronic edition of the newspaper early, and at no charge, Wednesday. The E-edition, which is powered by Pressmart, has been in the works for six months, and was set to launch sometime later this year, Jennewein said. But with the fire limiting reader access to the print paper in some places, he said editors chose to make it available early and at no cost. …

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