For the Gulf News of the United Arab Emirates those wrap around ads still shine in gold. Wrap around ads are alive and well in Spanish-language dailies of Central and South America.
Dubai, UAE–I will be spending the next few days here at the Gulf News as we work on the digital offerings for the leading English-language daily of theUAE and the region.
It is fascinating to see that the Gulf News print edition continues to attract the type of wrap around advertising that other print titles are only dreaming of. In its Sunday edition, the Gulf News wrapped an ad for Dubai Electricity & Water Authority, complete with a heavy stock gold holder. The wrap around was four pages. The front page of the Sunday edition was actually Page 3 of the newspaper.
This shows that you can still use the specific attributes of print to attract advertisers who will pay to get such display.
Thanks to colleague Homero Hinojosa, newspaper editorial consultant in Monterrey, for sending me this front page of the regional newspaper, El Norte, which included a wrap around “vest” around its front page, this time to advertise Mexico’s tallest skyscraper. In the Spanish-language newspaper ad market, a wrap around ad can bring in a minimum of US$15000.
Homero reminds me that the practice of wrap around ads in quite prevalent in Mexico and Central America, as shown by these examples:
Nov. 16-19, WAN IFRA Latin America, Buenos Aires, Argentina
April 18-19, 2018-–Newscamp ,Augsburg, Germany.
June 3-6, 2018—The Seminar, San Antonio, Texas.
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