Magazine article Editor & Publisher

Color Storms N.Y. Ad Market; Old Gray Lady No More, N.Y. Times Sprouts Color on Ad and News Pages; Daily News Close Behind

Magazine article Editor & Publisher

Color Storms N.Y. Ad Market; Old Gray Lady No More, N.Y. Times Sprouts Color on Ad and News Pages; Daily News Close Behind

Article excerpt

THE DEBUT SEPT. 15 of full-color advertisements in the New York Times is good news for its competitors, say ad directors in the metropolitan area.

The move by the Times, the largest-circulation U.S. metro daily, "fills in the blank spot in the map for national advertisers," said Jon Markey, president of the Record, which has published process color ads for years from its base in Hackensack, N.J. "On a net basis, this holds great significance for increasing color use in all our papers."

"This brings a whole new awareness to the New York market that can only benefit the entire advertising community" added John C. McKeon, vice president of advertising at Newsday, which also has had color for years in Melville, N.Y, on the other side of New York City. "The New York Times going to color is frankly good news for all of us."

Before the Times move, New York was the last major city in the nation without color newspaper ads -daily, at least since New York Newsday ceased publication in 1995.

The Daily News, which announced plans to offer color advertising beginning Sept. 9, revised its timetable to Sept. 21.The paper used its 32,000-circulation national edition to test color last June, followed by color in its Sunday "Extra" edition in late August.

To capitalize on the Times' move to color, the Record ran a full-page color ad on Sept. 14 congratulating the Times and Daily News. Noting the Record's use of color ads since 1982, the ad says, "We always thought New York City was a colorful place. Now, two of its newspapapers are too." "It's ironic, but a lot of newspapers that have color have been pulling for us to go to color," said Les Goodstein, executive vice president and associate publisher at the Daily News. "The end result is that the there will be more color advertising for everyone."

Other ironies abound. The day the Times introduced color advertising--along with redesigned editorial sections and its first weekday news color, though not on Page One--Newsday introduced a redesigned, three-part paper featuring more color.

Newsday went to color in 1986. McKeon said that since last year, the number of color ads has doubled, due to an aggressive selling program that targets "every type of advertiser you can imagine"

When his reps go out to sell color, said McKeon, they use statistics showing that color ads generate 20% to 25% more attention from consumers. "It's more logical for the smaller advertiser to use color" he said. "It gets them noticed"

"The Times name creates instant brand awareness," said Markey of the Record. Color advertising in the Times and its four zoned editions- Westchester/Connecticut, Brooklyn/Queens/Long Island, Manhatan/Bronx, and New Jersey- "will create more advertising presence in newspapers throughout the region as a result."

Markey expects little, if any, competition in the north Jersey market, however. "If you want to reach the north Jersey market, you're still going to advertise in the Record" he said. …

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