Survival Summit: When bad news coverage and big ad campaigns collide
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Publishers love to sell a big ad campaign. They don’t like following it closely with an article about how the advertiser behind it is simply the worst.
That’s basically what happened last March to Michael Kuntz, president of advertising sales and brand partnerships at USA Today Network, who talked about the experience at Ad Age’s Survival Summit in Chicago on Wednesday.
A major auto brand had just started a massive ad campaign with USA Today Network, which includes 110 publications such as The Indianapolis Star, The Arizona Republic and The Cincinnati Enquirer, during the NCAA March Madness basketball tournament, Kuntz recalled. The very next day, USA Today covered Consumer Reports’ finding that the undisclosed brand’s corporate sibling, Fiat, is the worst car brand in America.
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