Beneath the masthead of Friday print editions of the Los Angeles Times is a full front-page ad for the HBO's series "True Blood." A black-and-white close-up of star Stephen Moyer with blood dripping from the corner of his mouth dominates the page.
In news boxes around town, all that's visible is the close-up of actor's menacing gaze and the paper's banner splayed across the top. No other stories or photos appear on the cover, which is actually a separate four-page broadsheet touting Sunday's premiere of the show's second season.
Readers remove the wrap to find the regular front page, anchored by the Lakers' NBA Finals win over the Magic on Thursday night in Orlando. Times spokeswoman Nancy Sullivan says it's the first time the newspaper put its masthead above an advertisement wrapping the paper.
"One of the things for us is that innovation is pretty crucial in both a challenged and cluttered marketplace," Sullivan said. "HBO came to the Times to break through that clutter, and the result is what you see today."
Zach Enterlin, HBO's vice president of advertising and promotions, said HBO had placed front-page ads with Hollywood trade publications in the past, but jumped at the chance to do the same with the Times.
"We saw it as a fantastic opportunity to speak to a consumer audience in an innovative way," he said.
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