Fireworks company gets plenty of bang with newspaper ad placement

Posted: June 26, 2011 in Uncategorized
Tags: , , ,

*CLICK TO ENLARGE* The front page of the Sunday June 26 edition of the Las Cruces Sun-News with a fireworks ad placed on top of a story about the push to ban fireworks. (Courtesy photo)

While New Mexico goes up in smoke and the newspaper industry is going down in flames, one Las Cruces fireworks company proved you can still get plenty of bang for your buck advertising in newspapers.

On top of the Sunday centerpiece story in the Las Cruces Sun-News titled Doom of Boom?, a story on the push to ban fireworks, was an advertisement for $5 off at a Las Cruces fireworks stand.

In the newspaper biz, the general thinking is there isn’t better ad placement than front page, top of the fold. But Planet Fireworks did one better on Sunday.

Not only did the company cough up the coin needed to get a Sunday edition, front-page, top-of-the-fold sticker ad — an easily-removable ad stuck to the front page, ensuring everyone sees the ad — the ad placement also happened to fly in the face of the very people in the article who are pushing for a fireworks ban because of tinderbox fire conditions in the Southwest.

Now the Sun-News, a newspaper I once worked for as Sports Editor, obviously didn’t know when the ad sold what the Sunday front page story would be, but I can’t imagine that stopped those anti-fireworks readers from getting a little agitated having to peel off Planet Fireworks ad just to get to a story about how it is illegal to impose an all-out, permanent ban on fireworks in this state.

In case you didn’t seethe image at the right of this blog post, CLICK HERE to see the Sunday front page of the Las Cruces Sun-News.

Here is a link to former colleague Diana Alba’s article:

And one on the same type of push going on in Santa Fe from Sunday’s New Mexican by Trip Jennings:


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