Or maybe I mean adver-torial.
I saw the large L-shaped NBC ad meant to resemble an actual article on the front page of yesterday’s print edition of the LA Times and it did cause me to pause, for two reasons: It took up a lot of space where I’m used to seeing news and looked clunky. And it was for a new cop show, curiously with almost the same title, Southland, as a crap movie I had the bad fortune of enduring last year. (Actually, the first 10 minutes of Southland Tales were really good, compared to the following 145 minutes, which were really, really bad.)
I don’t watch much TV, never watch cop shows, but I do read a lot of newspapers, the print editions. For all of the trouble both the network and the paper took to formulate the ad, you would think it wouldn’t have looked like, according to an article in today’s NY Times raking LAT over the coals for this latest embarrassment, “the kind of thing that says, ‘Sell Us Your Gold” inside the paper or something.” As it turns out, the ad was LAT’s idea in the first place.
The NYT article also contains some amusing ad-speak from NBC’s marketing president, Adam Storsky, that would not be out of place in farce.
“What was great about this ad unit is it gave us a quote-unquote ‘editorial voice,’ ” he said. (Sigh. Did he really say, “quote-unquote?” Did he also cackle like Richard E. Grant in How to Get Ahead in Advertising and make the little finger dance when he said it?)
After editor Russ Stanton’s hastily organized hand-wringing session yesterday with disgruntled employees protesting the ad, LAT released a statement with phrases like “innovative approaches,” “unique marketing opportunities” and “stretch traditional boundaries.”
So continues the desperation dance of stumbling media giants.