Warning: when NOT to advertise

Marketing people have been reminded this week of the problems of purchasing advertising space in printed media and importance of its context and relevance.

The tragic sinking of the luxury cruise ship Costa Concordia has dominated the front pages in recent days.  Those selling holidays and cruises would have been wise to pull their advertising this week, irrespective of whether budgets were lost or not, to avoid the type of front page that the Belfast Telegraph published yesterday:

Belfast Telegraph front page, Tues 17 Jan 2012
Belfast Telegraph front page, Tues 17 Jan 2012

And just to prove that it’s not just advertisers who should know better about timing, Education Secretary, Michael Gove was widely mocked for suggesting that the nation should purchase a yacht to gift to the Queen in her Diamond Jubilee year yesterday. 

The Guardian duly responded with this page:

The Guardian front page, Tues 17 Jan 2012
The Guardian front page, Tues 17 Jan 2012
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