Banner Blunder

A seldom-considered Internet dilemma — those embarrassing rotating ad banners.

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Last week the Los Angeles Times unwittingly juxtaposed an ad banner demanding that readers “Follow that Fool!” above a photo of somber Zairean man being marched to his death by rebel soldiers just “moments before execution.” And while this is one of the worst ad blunders we’ve yet seen on the Web, the advertising schemes used by most Web sites (including the MoJo Wire) insure there’ll be plenty more instances like it.

Moments Before
Execution

Magazine and newspaper editors traditionally are wary of putting advertisements and editorial content at odds. But, because struggling online publications want to claim “increased exposure” to their sponsors, many Web sites rotate their advertisements. As a result, the same page might display a different sponsor’s logo each time it’s loaded.

The rotation is automated, so Web editors don’t have much say over placement. And, as the Times demonstrated with the ad for the Motley Fools Web site, the results can be tres unfortunate.

Adding to the confusion, the Times‘ “Featured Photo” pages, unlike those on the rest of the site, lack the thin rule below ad banners that separates them from the site’s content — giving a cutesy ad the look of a hideous headline.

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THE TRUTH...

is the first thing despots go after. An unwavering commitment to it is probably what draws you to Mother Jones' journalism. And as we're seeing in the US and the world around, authoritarians seek to poison the discourse and the way we relate to each other because they can't stand people coming together around a shared sense of the truth—it's a huge threat to them.

Which is also a pretty great way to describe Mother Jones' mission: People coming together around the truth to hold power accountable.

And right now, we need to raise about $400,000 from our online readers over the next two months to hit our annual goal and make good on that mission. Read more about the information war we find ourselves in and how people-powered, independent reporting can and must rise to the challenge—and please support our team's truth-telling journalism with a donation if you can right now.

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