Talk about forethought — or in this case, is it afterthought?
Nola.com, the online presence of New Orleans’ Times-Picayune, has — as the very first paragraph of its online media kit — the following call-to-action:
ATTENTION Current NOLA.com Advertisers ONLY.
Hurricane Advertising Information.
Please fill out instructions for your campaign in case of emergency/evacuation. CLICK HERE.
The form on the landing page requests complete contact information, the name of the advertiser’s sales rep, and the following menu button choices:
How would you like us to handle your campaign?
– take down
– leave up
– leave up with new creative
Clearly, New Orleans is a city that knows a thing or two about disaster, and Nola.com’s on-the-ground coverage of Hurricane Katrina was nothing short of heroic. While Katrina was the worst, it was hardly the first, and sadly will probably not be the last hurricane to wreak havoc on the Crescent City.
New Orleans media isn’t the first to face difficulties with advertising in the wake of catastrophe. The New York Times was compelled to publish a special, stand-alone, ad-free print section for a full year of post-9/11 coverage to cope with adjacency issues.
There’s a lesson in this for any publisher, namely that disasters happen. And that disaster planning is best undertaken in advance of the actual disaster.
So here’s the homework assignment: implement a plan for your ad inventory before a worst-case scenario occurs where you live, work, or publish.
Hey wannabe poets who are too lazy to actually write anything down or think of a decent rhyme for zenith*, I have the perfect online tool for you…
How can digital banking teams offer mobile banking services that exceed customer needs and expectations? This was a key theme addressed by researchers of Forrester's 2016 Global Mobile Banking Functionality Benchmark report.
Twitter has announced it will now let any of its users apply for the much sought after blue badge of verification.
That didn’t take long. With usage soaring and brands jumping to capitalize on the popularity of Pokémon Go, the CEO of Niantic, the company ... read more