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The New York Times is nicknamed "The Gray Lady." That's because most of its pages contain serious articles written in dense characters, making the daily appear like a plain woman. On its front page, or "face,[link widoczny dla zalogowanych]," the New York Times occasionally prints a few classified ads but,[link widoczny dla zalogowanych], until recently,[link widoczny dla zalogowanych], had never carried an advertisement featuring photographs or images. Since 2006,[link widoczny dla zalogowanych], it has run ads on the front pages of its business,[link widoczny dla zalogowanych], metro and other sections.
It's been a long-held tradition in American newspapers to keep their front pages free of advertisements. There were many ads on the front pages of newspapers during the 19th century,[link widoczny dla zalogowanych], but these were driven out by news articles in the 20th century. But as small newspapers suffered financially,[link widoczny dla zalogowanych], they began carrying front-page ads in order to boost revenues. Among the U.S. dailies with nationwide influence, USA Today began featuring front-page ads in 1999, while the Wall Street Journal followed suit in 2006. But the two largest U.S. dailies -- the New York Times and the Washington Post -- have rejected this practice so far.
The New York Times ran its first front-page color advertisement in its Monday edition. Running across the front page below the fold, the 2.5-inch (6.35 cm) ad was a poster. Moreover, it advertised popular programs, such as "CSI" and "60 Minutes" on network broadcaster CBS. The most revered newspaper ceded some of its front page to a rival media organization. The anchor for Fox TV News likened the edition to a copy of USA Today.
Financial difficulties prompted the New York Times to allot the advertising space. Its total revenues in November of last year dropped 13.9 percent from a year ago, while ad revenues dropped 21.2 percent. The newspaper's debts exceed US$1 billion. The New York Times faces the prospect of having to raise emergency cash by selling stakes in affiliates -- baseball team the Boston Redsox and the daily Boston Globe -- and putting up its main office building as collateral. The ownership structure of the Sulzberger family, which married into the Ochs family,[link widoczny dla zalogowanych], is being shaken. Last year, two hedge funds and Mexican communications mogul Carlos Slim have acquired more than a 25 percent stake in the New York Times.
The Washington Post is now the only newspaper in the United States that does not carry front-page ads. That's because the daily moved quickly to transform itself into an educational media group. Kaplan,[link widoczny dla zalogowanych], America's biggest supplier of educational programs,[link widoczny dla zalogowanych], which the Washington Post acquired in 1984,[link widoczny dla zalogowanych], has grown 20 percent each year. Sales have grown from $200 million in 1997 to $2 billion in 2007. At the Washington Post, 21 percent of sales come from its newspaper division,[link widoczny dla zalogowanych], while the educational division accounts for 48 percent. If a news organization is to withstand pressure from the government and advertisers while maintaining its balance, then it must be financially independent. The contrasting fates of America's two representative dailies prove this point.
The column was contributed by Chosun Ilbo in-house columnist Lee Seon-min.相关的主题文章：

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The film adaptation of the Broadway hit Sweeney Todd was named best musical or comedy and star Johnny Depp was named best actor in that genre for his role as a vengeful barber who kills his customers.