MoveOn ‘Betray Us’ Ad Got Standby Discount
Via Jeff Jarvis, I see that the NYT has explained why MoveOn’s infamous “General Petraeus or General Betray Us?” ad got such a big discount over the regular rates:
Within the category of political or advocacy advertising it is common practice throughout the newspaper industry to offer a standby rate in addition to open rate advertising. When a group buys a standby ad, it can request a particular date for it to be run, but receives no guarantee that it can appear that day. The lower cost of such ads reflects the flexibility that gives us. Any political or advocacy group calling up today to request a standby ad would be quoted the same rate that MoveOn.org paid.
That’s reasonable enough, in that it allows the paper the opportunity to try to hawk the space at the standard rate while ensuring that they have ads to fill all the alloted space. It is, however, a mite curious that MoveOn managed to get their “standby” ad in on precisely the most advantageous day for it to appear: The day the Petraeus testimony began.