Denny's Daily Zinger: The New York Times Obituary Rip-Off
A loving goodbye to Elena Gómez del Campo y Bacardí de Lindzon ran opposite the obit page of The New York Times on March 27, 2014.
Sra. de Lindzon was the great-granddaughter of Facundi Bacardi y Massó, founder of the Bacardi (rum) Company. "She died peacefully in her sleep in Monte Carlo on February 20, 2014."
This is the most spectacular paid obit I have ever encountered (see the first image).
A New York Times paid obituary: two choices
Choice No. 1: Blow thousands of dollars on a grand ad as the Bacardí clan did
Choice No. 2: Blow hundreds of dollars for a paid obit in 7-point san serif type with all the warmth and charm of a correctional facility.
[See the second image for The New York Times offer.]
The headline and deck:
Celebrate a Life
celebrate a loved one
in the pages of
The New York Times
- San Serif type in print text is the most difficult to read.
- "Type smaller than 9-point is difficult for most people to read."—David Ogilvy
The Times paid obits are 7-point type.
Ergo, these two elements—7-point size and sans serif font—render the entire page unreadable without a magnifying glass.
$263 for the first four lines and $52 per line thereafter, with 28 characters per line.
Takeaway to Consider:
- When dealing with the Times—the only game in town—expect to get screwed.
Denny Hatch is a copywriter, designer and direct marketing consultant. Click on the title to read the first three chapters of his most recent book, "Write Everything Right!" No cost. Contact him at firstname.lastname@example.org.