The Mario Blog

TAKEAWAY: When the advertiser craves front (and back) page space——all of it——the printed newspaper offers it; oh, yes, here is something the online edition CAN”T do.

blog post image
blog post image
blog post image

Die Welt, one of Germany’s largest daily circulation newspapers, wrapped an Emirates Airlines ad around itself Monday, July 28. Here it is: a simple, direct and powerful two-page ad, front and back, with the newspaper’s logo at the top, and then a traditional page one that was actually page three.

Ironically, here is another example of how print can differentiate itself from online editions. It would be impossible to duplicate the impact of a wrap-around advertising online. Just can’t be done. Of course, Emirates could buy space online and animate the ad—-showing one of its jets flying through the screen to promote its new routes to New York or Sao Paulo. Somehow, however, if what Emirates’ advertisers want is the maximum benefit from a print ad, then the one in Die Welt is the answer.

One sees these ads appearing more often, and I predict that they will become standard procedure for newspapers around the world, although we are not likely to see them much in the United States, where this type of advertising placement sends editors into long philosophical discussions of the role of the newspaper and the meaning of serious journalism.

It is my hope that American editors, pressed by the harsh reality of an economy that does not seem to get over its bad cold, will take another look and realize that there is nothing wrong with what Die Welt is doing, and the presence of a wrap around ad does not in any way compromise journalistic ethics or standards of professionalism.



blog post image

The Spanish cinematographer Luis Buñuel died in Mexico 25 years ago today. Always controversial, but regarded as a genius behind the camera, and unequaled in his surrealistic approach (he was a friend of Salvador Dali), Buñuel would probably like to rise from his grave today and take a look at what is happening in the world.

This is what Buñuel wrote in his memoir, My Last Breath (Mi Ultimo Suspiro) about his curiosity for what would happen in the world after his death:

“If there is one thing I will hate upon abandoning this world while it is still moving is not to know what will happen next, as if in the middle of a soap opera. I don’t think that this interest for what will happen next was part of what our ancestors thought about, or perhaps it existed less, in a world that hardly changed. So, I confess: in spite of the fact that I hate the media, I would like to be able to rise from among the dead every 10 years, get to a kiosk and buy several newspapers. I would not ask for anything else. With my newspapers under my arm, pale faced, touching the walls as I walked, I would return to the cemetery and would read all about the world’s disasters, before returning to sleep, satisfied in the tranquilizing refuge of my grave.”

Today, Buñuel would not even have to walk to the corner kiosk to get his newspapers. He would simply go online to get his information.

He certainly would have enjoyed reading the tributes to him published in the Sunday editions of the two leading Spanish newspapers, El Pais (Madrid) and La Vanguardia (Barcelona) .


WHERE IS MARIO? In Hyderabad, India, watching the constant rain fall, but still admiring the new Hyderabad Airport, which opened last March, is definitely one of India’s most modern airports, a welcome change from the crowded, deteriorated air terminals that abound in this country of contrasts.

Blog Post10.23.2017—1am
Coloring opinions
Blog Post10.20.2017—1am
Digital Media Conference: First Day highlights
Blog Post10.19.2017—6am
Speaking today at the North America Digital Media Conference
Blog Post10.18.2017—1am
Long narratives still have a coveted place
Blog Post10.17.2017—1am
Some good print-related news
Blog Post10.16.2017—1am
Digital Transformation: no newsroom is too small to attempt it
Blog Post10.13.2017—12am
WAN IFRA: the best of digital awards
Blog Post10.12.2017—12am
Taking your brand to where the young audience is: Instagram
Blog Post10.11.2017—1am
Multitaskers consume more media
Blog Post10.10.2017—12am
Germany’s Sūdkurier: workshops for digital transformation
Blog Post10.09.2017—1am
In Spain’s El Mundo: native ads
Blog Post09.29.2017—1am
For newspaper publishers, not much to sing about?
Blog Post09.28.2017—1am
Interesting reference about new digital story formats
Blog Post09.27.2017—1am
It’s a new mobile-focused redesign for
Blog Post09.26.2017—1am
Three things that caught our eye
Blog Post09.25.2017—1am
Paywalls & newspapers: from leaky to hard ones, and in between
Blog Post09.22.2017—4am
Mexican earthquake: front pages tell the story
Blog Post09.21.2017—1am
Saying adios to The Village Voice in print
Blog Post09.20.2017—1am
Vogue in print: “point of view, attitude”
Blog Post09.19.2017—1am
The Boston Scene
Blog Post09.18.2017—1am
Thoughts on print: still here, still full of surprises, worthy of attention
Blog Post09.15.2017—1am
New report: For publishers, Facebook is no revenue panacea
Blog Post09.14.2017—1am
Smartphones and web traffic: where the action is
Blog Post09.13.2017—1am
Paris Match: a good visit and big plans
Blog Post09.12.2017—1am
Irma: the morning after
Blog Post09.11.2017—3am
Irma: the bad girl on every front page
Blog Post09.08.2017—1am
Type Magazine: the new Roger Black project
Blog Post09.06.2017—1am
Linear storytelling for mobile: a good example
Blog Post09.05.2017—1am
For Le Journal de Montreal: article page acts like home page, sort of
Blog Post09.01.2017—1am
Facebook the new front page?
Blog Post08.31.2017—1am
When it comes to news, “designer labels” can make the difference
Blog Post08.30.2017—1am
Those fabulous print glossy ads
Blog Post08.29.2017—1am
From here and there: what the email basket brings
Blog Post08.28.2017—1am
Why I would show this Times Mag cover to my class
Blog Post08.24.2017—1am
A caricature for the ages
Blog Post08.23.2017—1am
It was the day Americans looked up!
Blog Post08.22.2017—1am
It was all about the solar eclipse of the century
Blog Post08.21.2017—1am
A day without local news? In Minnesota, readers experience it
Blog Post08.18.2017—1am
The good news about print (in the USA)
Blog Post08.17.2017—1am
What’s your lead story right this minute?
Contact us with speaking requests, questions or to discuss a project.