The wrap

Newspapers often have a “wrap around” known as the “wrap”. It’s generally a special feature related to a major event.

I’ve had discussions and arguments about wraps. In my view they are not worth running except in exceptional circumstances.

I won’t define those circumstances because they can’t easily be defined.

The Age did a wrap on Saturday for the AFL grand final. That was almost expected, I suppose, but let’s analyse it and pose some questions:

1) Everyone knew the grand final was on Saturday, so the wrap didn’t actually tell readers anything they didn’t already know.

2) The real front page (behind the wrap) had a grand final picture/story and a lead story about the Federal Government investing $4 billion to support the home lending market.

3) What would a front page advertiser think about a wrap stealing their premium position?

4) Is it not possible to insert the feature, rather than wrap it around the paper, and point to it from the front page? Of course it is.

As an editor, I regard the front page as the main selling point of the newspaper. It is the tool that sways swinging buyers and must be attractive to them.

Most wraps originate as advertising ideas and they usually have editorial merit.

In most cases though, the wraps don’t justify surrendering the front page.

A manager I worked with wanted several wraps a year. I didn’t want to commit to them. How can an editor possibly say six months in advance that a local show will be the most newsworthy thing happening in town that weekend?

Imagine the embarrassment if the show had front page (because that’s what advertisers were told) on the day a plane crashed into the town hall killing 35 people!

Everyone knew the show was on anyway.

You can also point to the show from the front page and run a picture story if it has merit.

I oppose wraps unless you can guarantee months in advance the topic will be the biggest news of the day.

At Kalgoorlie, I knew that to be the case with Race Round, but couldn’t confidently predict the news value with anything else.

September 28, 2008 · Topics:

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