Sunday, January 3, 2010

Advertising Waste

When it comes to places that the AAPS can cut, I would identify advertising as one area. I don't like their "Exceptional" campaign for a number of reasons. For one thing, nothing about the ads explains what is "exceptional" about the teachers or students featured (they may be, but there's nothing that explains why). Couldn't there be some proof? For another reason, they have given up their most prime space on their web site--the center, front page panel--for those pictures. [The picture on the left comes from that center space.] What is the point of that?

I can't think of much that is more wasteful. Oh, wait, yes I can! Now, I love the Ann Arbor Chronicle, so don't take this next statement as an indictment of them. For the last week, the Chronicle has had, on their front page, not one, but two ads from the Ann Arbor Public Schools--not for a specific event, but just general "Exceptional" ads. I assume that AAPS has requested this, although for the life of me I can't figure out why. But today--today takes the cake. Two of the same ad appear, one underneath the other. Here's what it looked like. No, you are not seeing double.


  1. I wanted to explain why AAPS ads appeared, erroneously, in two positions.

    Advertisers have the choice of running multiple ads in a campaign, for the same price. AAPS is running four different ads in their campaign. There is no extra charge to do so.

    However, I recently updated their campaign and inadvertently entered code that caused two AAPS ads to appear at the same time. Because we don't charge by "impressions," there was no extra cost incurred by AAPS. Ads are chosen for appearance on any particular page view on a random basis. Ad rates for The Chronicle are based purely on the number of months the ads are available in that random rotation.

    After seeing your post, I looked for and discovered the error and have made the fix. Again, the duplication was not caused by a request from AAPS. If you notice in the future something on our site that seems odd, don't hesitate to let us know – and thanks for reading The Chronicle.

    Mary Morgan
    Publisher, The Ann Arbor Chronicle

  2. Thanks Mary--I didn't realize that was a mistake.

    However, I still think that when an organization (AAPS) is looking at where to cut and considering all kinds of things, I would start by cutting out all generalized advertising, and keeping only advertising that is for specific events (i.e. upcoming school open houses).

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