The company that publishes The (Cleveland) Plain Dealer will send a ballot to subscribers Wednesday asking them to choose which of 50 local charities will receive “$1 million in free advertising in The Plain Dealer, Sun News and on cleveland.com.”
The company’s press release says “the 20 agencies receiving the most votes will get editorial exposure during the holiday season, valuable free advertising throughout 2014 and funding from donations contributed by the community.” The advertising will be in print and online, Northeast Ohio Media Group’s Shirley Stineman tells Poynter in an email.
The remaining agencies will get free advertising, and “Everyone who votes will be entered into a sweepstakes for a chance to win one of 10 iPads.”
The Orange County Register announced a similar program at the beginning of 2013. The program’s “business rationale doesn’t detract from the community value of the program; it just makes it much more affordable for the Register,” Ken Doctor wrote at the time. Read more