SOUTHLAND and Los Angeles Times


NBC Universal Television and Los Angeles Times teamed up to promote the premiere of the television series SOUTHLAND. An advertisement for the series formatted as a newspaper article appeared in the April 9, 2009 edition of the Los Angeles Times. Below the fold on the front page, a story was featured on the fictional cop, Ben Sherman, and his first day on the job. Sherman's character is a main focus of NBC's SOUTHLAND show. NBC says it took care not to deceive readers; the story was in a different style than the paper's normal content. It appeared in a smaller typeface and was also marked as an advertisement. But NBC used only the paper's traditional analog space for its SOUTHALND promotion. The fake news story/advertisement didn't extend to the LA Times Web site. NBC credits the paper in coming to them with the promotion. The promotion highlights a struggling newspaper industry that is turning to many alternatives as it tries to stay afloat in the face of steeply declining advertising revenue.

Partnership Opportunity:
Los Angeles Times /
April 2nd Quarter 2009
Promotional Elements:
Media Elements:
Created On:
Last Modified on:
Companies Involved

Were you involved in this partnership?

Click this button to tag yourself on this partnership.

I worked on this program

(add to your profile)

If you're having issues logging in, click here to contact us.

You have used of 5 free views remaining for the week...

...please or create a free profile to see more.