Apart from condemning MoveOn, critics have accused The Times of showing a liberal bias by agreeing to run MoveOn’s ad...
...Steph Jespersen, director of advertising acceptability at The Times, said that accepting an ad “does not in any way reflect the official position of The New York Times nor do we need to agree or endorse our advertiser’s message or opinion.” He said that the advertising department accepts ads from across the political spectrum and accepted the MoveOn ad, because it met the department’s standards. The group was charged the paper’s normal rate for stand-by ads....
He said in a telephone interview later that in the MoveOn ad, the phrase “betray us” was posed as a question and was therefore not perceived as libelous.
He also said in his online conversation that the advertising department accepted the ad “because it is our ongoing desire to keep our advertising columns as open as possible to the public, which we believe is a First Amendment responsibility.”
MoveOn has said it paid $65,000 for the ad. While The Times does not discuss its fees for specific ads, it has said it charges $65,000 for full-page, black-and-white “advocacy” ads that run on a seven-day “standby” basis. That means that while the client can express a preference that the ad run on a certain day, there is no guarantee that it will. If a client specifies the day, the cost is higher: $181,000 with an 8 percent discount for a full-page ad, or about $167,000.
“The lower cost of such ads reflects the flexibility that gives us,” Mr. Jespersen said of the seven-day window. “Any political or advocacy group calling up today to request a standby ad would be quoted the same rate that MoveOn.org paid.”
Rudolph W. Giuliani, a Republican presidential candidate who is among those who criticized the MoveOn ad, paid the same rate for his own advocacy ad that ran in the Friday editions of The Times.
The price is even less, about $51,000, if an advertiser will accept a 14-day window in which an ad might run. The Times offers about 30 different prices for ads, depending on their size, placement, color, timing and whether the advertiser is a high-volume customer. There are no “standby” rates for color ads because the presses cannot accommodate color on short notice.
Critics have said that the MoveOn ad, which ran last Monday, was not subject to “standby” rules because it used the word “today” in the text, suggesting advance knowledge that the ad would run on Monday, when General Petraeus began his testimony to Congress.
But Mr. Jespersen said that the advertising department routinely notifies advertisers a day in advance that the ad will run in the next day’s paper. And at that point, he said, “the advertiser can make minor changes in the text.”