Horned readers

Placements Attracting attention at any price is often a success story in advertising. Nevertheless, the question can sometimes be asked: How expensive can this price be so that it doesn't backfire? Contexta developed an idea for Calanda that certainly caught the eye as an "ad with text connection" in the Blick of May 10. Nothing is known about the price the brewers wanted to pay for it. But the price the editors had to pay for it seems to be quite a bit higher. How seriously does an editorial page want to be taken when it pandered to the advertising process letter for letter in this way? Whether readers will actually wash down their anger at such a horned-up sports report with a Calanda remains an open question. What is clear, however, is this: The intermingling of editorial text and advertisements must not be allowed to go so far that readers no longer even notice the forest of leaves because of this kind of tree-like creativity.   
Andreas Panzeri