NY Times Rolls Out Watermark Ad Format

"The New York Times is introducing "watermarked" advertising in its Business Day section. The ads can be superimposed over the stock listings Tuesday through Saturday. The watermark will occupy a full page and will include the advertisers' message at the bottom.

The Chicago Tribune announced in the summer an ad program that promotes different shapes and sizes, like shadow and step ads. And Tribune Media Net, the national advertising sales arm for Tribune Co., rolled out a marketing campaign promoting unique ad shapes last week."
-- Editor and Publisher (the image is from the Lab's archives)