Bank to sponsor column in Philly Inquirer
Steve Safran April 23rd, 2007
We’re used to TV segments in the news being sponsored. “Tonight’s weather is brought to you by your local Ford dealer.” But sponsored columns in the newspaper have always been something of a no-no. No more. The Philadelphia Inquirer is going to start a column called PhillyInc. next week, and it will have what sounds like the equivalent of what we call online a sponsor “wrapper.” The section will be sponsored by Citizen’s Bank, will have the bank’s logo at the top and an ad at the bottom and will be outlined in the bank’s green color. It will be written by the regular cast of staffers, and is not a “paid advertisement.” This would be a major change in policy should its example be followed by other newspapers.
3 Comments Add your own
1. James Cridland | April 23rd, 2007 at 1:16 pm
Not that unusual in the UK; indeed, the Metro (a free newspaper given to commuters in London and other cities) has run sponsored columns for a long while now - mostly fluffy ones like showbiz news and ‘fancy that’ type spots. Surprised that US newspapers haven’t done that before, in fact.
2. mel taylor | April 23rd, 2007 at 3:34 pm
being a philly guy, i get a front row seat to what brian is doing with the Inquirer and philly.com. i applaud him for taking some dramatic measures in order to stabilize the once mighty newspaper. like rosenblum says, newspapers have been feeling the heat for about 10 years. soon, tv and radio will need to take equally aggressive measures in order to survive and prosper.
3. Amanda | April 23rd, 2007 at 9:25 pm
Newspapers are hipper than tv these days. Jeez.
Good for them. Sounds like a interesting model.
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