London Evening Standard to e-auction ad slots

The London Evening Standard is hoping to ramp up advertising revenues ahead of and during the London 2012 Olympics, by being the first newspaper to use an e-auction to sell its premium advertising packages. Packages will include formats such as cover wraps, front and back page strips and early page positions.

Currently, the London Evening Standard publishes on average one cover wrap a month, but they’re hoping to lift this quota significantly during the Olympics. London 2012 sponsors will get first chance to buy the packages. The likelihood is that the e-auction will then be opened up to non-sponsors.

MEC Opinion: The Evening Standard’s approach is not uncommon as a similar initiative was used to sell premium outdoor inventory for the forthcoming Olympics. With the difficulties surrounding the print marketplace at this time, it’s understandable that titles are eager to make the most of the Olympics being in London this year. As a result, selling space on an auction basis to the highest bidder could be something we see from other titles as well.

It’s worth being aware however, that when the outdoor initiative was launched, demand did not reach original expectation levels. Should this be the case for the London Evening Standard, we’d expect the opportunity will remain for client and agency alike to enter more traditional negotiations in order to secure premium formats at a discounted rate.

The London Evening Standard is hoping to ramp up advertising revenues ahead of and during the London 2012 Olympics, by being the first newspaper to use an e-auction to sell its premium advertising packages. Packages will include formats such as cover wraps, front and back page strips and early page positions.

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