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New York Post

Homepage Advertising: Wall Street Journal &

I've recently spent a lot of time on tracking Red Sox free agency rumors. I've been very impressed with's revamped sports section and blogging efforts (the best I've seen for online newspaper sources) - but I have also been struck by the advertising on their homepage... which is rather untraditional compared to other branded, highly trafficked websites. I've written about aggressive branded campaigns before - using the New York Post as an example. takes the opposite strategy: lots of varied ad-sizes scattered throughout the page.

Take a look at a screenshot from and the Wall Street Journal below. has two 180x90s beside their logo, two 235x60s on the left column and a 300x250 on the right. Honestly, there isn't much room for content between all the various units. The Wall Street Journal however, has two matching, rich-media units and a smaller banner in the header promoting WSJ subscriptions. The WSJ screenshot is poor because it doesn't capture the full horizontal ad-unit (it's being collapsed).

In the long run, I imagine that the Wall Street Journal is most effective for the brands... and consequently for the publisher. It's certainly the better user-experience. Fill rate for those integrated, rich campaigns are likely below 100% - and that's perhaps when the strategy is best served: as filler. Homepage

Wall Street Journal Homepage