It’s hard to imagine that a digital version of this ad would have the same impact as it does in print.
This Casper mattress ad was the first thing I saw when I picked up my Sunday New York Times from my apartment door.
The headline proclaims, A New Day in Sleep, and the 8-page ad supplement, printed in high quality paper , does not disappoint. You open it and the four-page centerfold introduces you to the “Casper Wave“, the new mattress with “technology that mirrors the human shape for deeper, more restorative sleep. ”
“You’ll fit right in,” it promises.
It’s difficult to imagine that this ad would have the same visual impact in a digital version. However, if you go online, you can see animated graphics showing the new mattress technology, and there is also a video showing the product. Initially, however, nothing compares to the impact of this printed supplement. Print continues to have its place and what this ad shows is that what one does in one platform, whether it is journalistic or advertising content, is not necessarily the way to go on another platform where information is consumed differently.
Thanks to colleague Charles Apple for compiling these front pages that reflect how newspapers in the region directly affected by killer tropical storm Harvey are covering the event that has upended their lives and turn streets into lakes.
Here is some great coverage of the terrorist attack in Barcelona, as by Spain’s El Mundo, in its Cronica section:
This two-day event, organized jointly by WAN-IFRA and the News Media Alliance (NMA), will provide a unique opportunity for North American news media executives to hear and discuss digital revenue strategy from the world’s most advanced media companies.
I will be one of the speakers for this conference in New York City.