What self-respecting newspaper stickers an advertisement over it’s front page masthead? Ours. The Arizona Republic. Daily.

The Post-it ad is becoming the print equivalent of the online pop-up ad.  One of the Greatest Inventions of the 20th Century is becoming a scourge in the 21st. Annoying. Unwanted.  It’s media buyer vandalism.

I’m not the first of us to notice, but now that it’s a daily occurance, I want it to stop. I want to organize a petition or a boycott. I want to be the Lady Bird Johnson of these miniature sticky billboards. 

Most of all, Valley agencies and media reps and the Republic advertising department need to understand what an affront these ads are – on principle.  Everyone who reads the paper is proud of it. (Yes, you can quote me: The Arizona Republic is an Arizona Point of Pride). We enjoy living in the Valley and the Republic on our doorstep each day reminds us — reinforces – the great choice we all made.   We are inherently interested in the content, like it or not.

A Post-it ad over the masthead of the paper is a slap in the face to the paper’s readers and reporters.  It intrusively says our paper is a sell-out.  That money is more important than news content.  It’s simply disrespectful.

If you are a media buyer, heed the thought process of a typical Republic reader:

Do I see your ad? Yes.
Do I like it? No. Or, I’m indifferent.
Do I read it? No.
If I don’t read it, why? Because in ripping it off the paper, I just ripped the entire front page. Oh yeah, and noone can read the teeny tiny type.
Do I recall your client with fondness? No.
Will I do business with them? No.

I’m sure some smart ass will come back at me with ROI stats. Or talk about how if the ad just attracts the one reader who commits, it’s done it’s job.  Fine.  But, let me tell you that post-its will not get your client out of the housing slump, nor will they get me interested in a diploma-mill MBA. 

From my standpoint, your money’s much better spent on a PR campaign, where you can control the message and the desired response over time.  Instead of offending people.  

Whether you belong to the group or not, perhaps the most fun of the communication group mixers is IABC Network Night, which is set for Dec. 5. 

Here’s the announcement from IABC:

Make Your Mark at IABC Phoenix Network Night!

Reconnect with old friends and make new ones, qualify for door prizes and bid on silent auction items at our chapter’s annual Network Night & Silent Auction on Wednesday, Dec. 5 from 5:30 p.m. to 8 p.m. at Su Vino Winery in Scottsdale. The event is sponsored by US Airways, which has donated a $500 travel gift card for the silent auction. Other auction items include an $800 resort package from the Fairmont Scottsdale Princess, FBR Open tickets, IABC publications, a variety of gift baskets, and gift cards from IKEA, AMEX and restaurants. 

Cost includes two drink tickets and appetizers. For more information and to register, click here