"It is a growing fact of life. We are so dependent on the advertising dollar, this gives the advertiser something else," Peter Wevurski, editor of the ANG papers.

Page One, and to a lesser extent section fronts, has usually been ad-free, in a newspaper effort to promote the ‘news-value’ of these special pages.

In the last year alone, The New York Times, The Wall Street Journal, Chicago Tribune and Los Angeles Times have all announced plans to place ads on section fronts.

Some Gannett papers, including US’ most-sold USA Today, already run banner ads at the bottom of their Page One.

The Northern California MediaNews papers, including The San Jose Mercury News, could soon join the ranks of newspapers that advertise on Page One.

MediaNews’ Alameda newspapers, which already use front page ads, are now planning on expanding these ads, which have previously been limited to one-inch strips running across the bottom.

"It is inevitable, something we need to learn to accept," said Kevin Keane, vice president of news for the California Newspapers Partnership.

How much of this advertising grip will big and small newspapers alike be ready to accept though?

“I don't have any personal objections to it if it is done tastefully and if we get enough advance notice,” added Keane.

Source: Editor & Publisher