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Edition: U.S. Article Save Email Print Reprints Most Popular Most Shared Liberals rap Kremlin as Stalin is worshipped 05 Mar 2010 It's official: An asteroid wiped out the dinosaurs 04 Mar 2010 L.A. Times sells Disney front page for movie ad 05 Mar 2010 Risk. Not for us, say some investors 05 Mar 2010 Regulators close banks in four states 05 Mar 2010 Cuban hunger striker says ready to die if necessary 05 Mar 2010 New guidelines on prostate cancer urge frank talk 03 Mar 2010 Regulators close banks in four states 05 Mar 2010 Liberals rap Kremlin as Stalin is worshipped 05 Mar 2010 Oscar producers promise fast and fierce Oscars | Video 05 Mar 2010 L.A. Times sells Disney front page for movie ad Steve Gorman LOS ANGELES Fri Mar 5, 2010 9:16pm EST U.S. actor Johnny Depp poses for photographers as he arrives for the Royal World Premiere of ''Alice In Wonderland'' at Leicester Square in London February 25, 2010. Credit: Reuters/Jas Lehal LOS ANGELES (Reuters) - The Los Angeles Times' critic may have panned the film, but that didn't stop Disney from paying top dollar to turn the newspaper's front page into a special advertisement on Friday for the new movie, "Alice in Wonderland." Entertainment The ad, believed to be the first of its kind among America's leading big-city dailies, dismayed some readers and was lamented by media scholars as the latest troubling sign of difficult times at the newspaper and for journalism generally. The ad features a full-color photo of actor Johnny Depp in gaudy makeup, wig and costume as the film's Mad Hatter character, superimposed across an authentic-looking front page mock-up, topped by the Times' traditional masthead. Depp's image -- emblazoned with the phrase, "Johnny Depp is the Mad Hatter" -- overlaps an old weather photo and two columns of reprinted stories about healthcare and Afghanistan, minus bylines and other names. The word "Advertisement" appears in smaller type just below the masthead. To get to Friday's real news, readers had to open the so-called cover wrap, which was folded around the Times' entire A section as a two-page, front-to-back promotional spread. A Times spokesman, John Conroy, declined to discuss the cost of the ad, but said, "The Times' front section is our most valuable real estate, so the ad unit was priced accordingly." Hollywood blogger Sharon Waxman cited one "media buyer insider" as saying the Walt Disney Co, the studio behind the film, paid $700,000 for the space. "That's a low price to sell your soul," said Roy Peter Clark, senior scholar at the Poynter Institute for Media Studies, who expressed sympathy for the paper and discomfort at the blurring of commercial and editorial interests. SAD DAY FOR GREAT PAPER? "I want the Los Angeles Times to make a lot of money, and I want them to do use that money to do some of the best journalism they've ever done," he said. "But I think that this strategy is deceptive, and that my old school ulcer is starting to burn a little a bit." Others were more blunt. "It's a sad day in the history of a great newspaper, and my impression is they have received a lot of calls from people who are incensed by it, loyal readers," said Bryce Nelson, a former Times correspondent who teaches journalism at the University of Southern California. The Times promotion apparently held little or no sway for the newspaper's main film critic, Kenneth Turan, whose review on Thursday called Tim Burton's take on the Lewis Carroll classic "middling" and "surprisingly inert." The film has drawn mixed reviews overall. Conroy disputed the notion that the ad undermines the paper's editorial integrity. "We made it clear that this was a depiction of the front page, rather than a real front page of the newspaper," he said. "We had an unusual opportunity here to stretch the traditional boundaries and deliver an innovative ad unit that was designed to create buzz." But Nelson said the ad would prove a turnoff to many subscribers, some of whom he knows had called him to protest. "What this demonstrates is the newspaper's seeming willingness to put revenues over news coverage," he said. Conroy said the editorial staff was informed in advance of the Depp ad, but he did not know if it elicited the kind of grumbling that occurred when the paper ran a cover-wrap in June promoting the new HBO television series "True Blood." That wrap was not presented as a faux front page. The Times, which began selling display ads on its front page in 2007, also raised eyebrows last year when it ran a front-page TV advertisement that resembled a news story. The nationally circulated USA Today drew criticism for a pseudo edition of its newspaper distributed at an AIDS conference in Geneva as a promotion for a pharmaceutical company. The Wall Street Journal and other dailies have run partial wrap sleeves around the outsides of their papers. Like many newspapers, the Times has been hit hard by declining circulation and shrinking ad revenues, forcing the paper to scale back coverage and lay off hundreds of employees in recent years. The paper's corporate parent, the Tribune Co, filed for Chapter 11 bankruptcy protection in December 2008. (Editing by Dan Whitcomb and Todd Eastham) Entertainment More from Reuters Deficits higher than Obama forecast: CBO WASHINGTON (Reuters) - President Barack Obama's budget plans would rack up $9.8 trillion more debt by 2020, or $1.2 trillion more than the White House has forecast, the Congressional Budget Office said on Friday. Western sanctions draft targets Iran's banks abroad Bulls may extend rally from March 2009 lows AIG's Greenberg says cannot be charged Car bomb kills 4 Iranian pilgrims before Iraq poll Greeks divided over latest austerity measures | Video » More Top News Top 5 stories of the week What do you get when you cross a faulty Olympics flame, an economist and a bunch of naked people? Lots of readers. Full Article Best pictures of the last 24 hours Your View: Your best snapshots World Fortunes turn with the dollar U.S. companies with big overseas markets rejoiced at the dollar's misery but now the tide is turning. Full Article The greenback: Best of a bad bunch Video: Storms are good sign for dollar How long can dollar defy gravity? Currencies © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts.com Buyouts Europe: Buyouts Conferences: Venture Capital Journal EVCJ International Financing Review International Securitisation Report Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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