ROP puts on a new face; Papers swap ad frequency for size.(Special Report: Newspapers)

From: Advertising Age | Date: April 28, 2003 | Copyright information

Byline: PETE WETMORE

The squeeze is on ROP, those run-of-press display ads that once swelled the inside pages of many daily newspapers the way preprints engorge today's Sunday comics.

With full-page ads for local and regional advertisers under pressure from the economic downturn, newspapers are looking beyond such ROP stalwarts as department stores and are offering new ROP variations.

This isn't to say ROP advertising is on a steep, unalterable downward spiral. Publicly traded newspaper publishers such as Media General, whose 25 dailies include The Tampa (Fla.) ...

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