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Technicolor Mad Hatter Obstructs LA Times Front Page

 

Posted on March 11, 2010
Angela Natividad

 

Last Friday’s LA Times features Johnny Depp as the Mad Hatter for the feature film Alice in Wonderland, in vivid color and blocking most of the text on the front page.

"It’s taking a concept that we normally apply to new media and reimagining it to a concept in a newspaper," says spokesman John Conroy for the Times. The style of the ad feels a lot like the occasional Rich Media effort that drops in front of your site content and can be engaged-with or closed. But you can’t close this, and this isn’t the internet.

Reporters at the Times, including top editor Russ Stanton and some of his deputies, were apparently "vigorously opposed" to the ad but were overruled by the company’s business executives. And while Conroy calls this "stretching the boundaries," others are more skeptical.

"People are worried about what it does with the brand, the paper’s name," one reporter, who wishes to remain anonymous, was reported as saying. "On the other hand, it’s money that we badly need."

Defenders argue the ad can’t be mistaken for editorial content, and it’s a fresh and creative way to draw eyes to publicity that is inoffensive, family-friendly and (why not say it?) probably well paid-for.

The articles themselves are recent ones that did run in the paper, so you’re not missing out on anything. In any event, cheers to the LA Times for trying something new, interesting and slightly disruptive; we doubt that the content itself is in any kind of pain.


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