An Open Letter to Good Brands

By Michael Weaver

Is your agency failing you by keeping your ads away from the general news?

You may want to ask. Many ad agencies say they need to keep brands off news sites for two reasons, both false:

They tell brands that readers don’t know what they’re getting into when they visit a news site — and so the readers will be shocked if some of the news described there is negative in tone; and
They preach the importance of adjacency, the idea that an ad’s placement next to a news story implies endorsement of that story. (That might be true of partisan editorials. It’s not true of straight reporting.)

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Courtesy of Association of National Advertisers