LOS ANGELES, July 13 (UPI) -- The Los Angeles Times plans to begin selling advertisements on its front page, Publisher David Hiller announced Friday.
In a memo to Times employees, Hiller said he expected front-page ads to bring in several million dollars in new revenue annually, the newspaper said. He told employees the newspaper faces a financial crisis, with advertising down 8 percent this year, revenue dropping 10 percent in the second quarter and cash flow down 27 percent.
If the plan is carried out, the Times would be the largest newspaper in the country with front-page ads. Like many other large newspapers, the Times has cut staff and taken other cost-saving measures.
Times employees circulated a petition urging Hiller to drop his support of page-one ads.
"We are committed to working with all departments to improve our financial picture," the petition said. "But the short-term gain, if any, from placing ads on A1, will be far outweighed by the negative consequences. We strongly urge you to rescind this decision immediately."
