Remember when the Californian addressed the issue and said they were going to start using new glue that wouldn't tear the paper?

Well, the problem is worse now than it was before.  I'm always tearing the paper when I try to remove them, even when I take my time and be specially careful.

That reminds me of one of my pet peeves; the magazine subscribtion cards that keep falling out of the magazine. 

Hey Queen:

I understand your concern and displeasure. However let me ask you a few questions:

1.  If The Bakersfield Californian stopped these ads would you pay an extra $3.00-$5.00 each month for your newspaper?

2.  I'm curious, do you turn off the TV becuase they have logos and ads all over their shows?

If you take it slowly, you can pull these ads off without tearing the paper. It does get a bit tricky in the winter as the glue hardens.

Finally, if the ads didn't work much better than an insert inside the paper....don't you think those advertisers would not pay the much higher rate for this type of ad and just go inside?

It works for the advertisers and allows The Bakersfield Californian to keep their subscription price at a cost about 3-4 times less than cable TV.

[Ed. note: John Wells is TBC's Vice President of Advertising, Circulation, Marketing and Operations.]

Nice try John, you're obviously an employee of the Californian.  Justify it all you want, the customers hate it and there's no reason you cant put a leaflet in the paper instead. 

If you take it slowly, you can pull these ads off without tearing the paper.

Like hell you can.

I challenge you to provide a video of you successfully removing the ads without tearing the paper on more than half the newpapers you attempt.

I'll even bet you $50 it can't be done.

if the ads didn't work much better than an insert inside the paper....don't you think those advertisers would not pay the much higher rate for this type of ad and just go inside?

They pay more for those types of ads?  What suckers.  No one looks at the ad. They look at the corner when they grab it to tear it off and that's about it.  I couldn't tell you the name of the company on the ad from any of them and I bet the vast majority of Californian subscribers couldn't either.

Another challenge: Provide evidence from the companies that their sales increased since they started advertising in this way.  I'll again bet you no such proof exists.  But you've convinced them they will and they bought into it. But I bet not for long when they see it's not effective.

Uh, considering TBC's recent layoffs and the fact that ad sales are slowing to a trickle what with all the companies that are going out of business (no more Mervyns or Linens N Things weekly inserts,) and add to that the fact that car ads and especially real estate ads! are both shells of their former selves, I guess I can peel off the sticky front ads and get over it.

(And no, I don't work for The Bakersfield Californian.)

Would it be possible to put these ads closer to the spine of the paper, instead of smack dab in the middle? The page probably is structurally a little sturdier closer to the spine, with the support of the short edge and the tension of the folded page, and a right-handed person can easily remove an ad placed like that with the right hand while steadying the paper with the left.

I don't know if you can try it out or if the equipment placing the ad can be calibrated like that, I'm just thinking about it and thinking it might work a little better that way.

Else, how about starting an ad product where there's a little ad wrap that's about a third of the width of a page of the paper that goes around the paper's spine, like the Sunday comics has. ( It has to be shorter, I guess, to not cover up the masthead ) That's easier to remove and still waves the ad in the face of the customer.

On the scale of my worries~ the little ad is very near the bottom. I can remove it 8 out of 10 times with no problem.

I 'm with Cat on this one. Every morning I can recall (less those few years for collage)I have spent time with TBC~ it is worth trying to support "our" paper,especially in these tough times.

I am not employee of TBC.

I've tried peeling them off s l o w l y as recommended, and I've tried every other way, and it always disfigures the paper, somehow. I will admit to a certain perverse pleasure lately when it tore Kevin McCarthy's face, but....

They are annoying. I understand they pay the freight, but still. Advertising is a necessary evil.

They are far, far, better than the full page ads for phony weight loss products, the "Amish heaters" and "Why does this 63-year-old doctor have the body of a 30-year-old?" that seem to take up whole or nearly whole pages. Unbelievable that a) people still make and advertise this crap, and b) that they sell enough to keep making it worthwhile.

OK folks...a few things.

I do work for The Californian. In fact I'm the VP of Sales, Circulation, Marketing and Operations. Imagine that.

Second, I take those ads off my paper every day they run and I do not tear the paper. Taking the $50 bet would be like "stealing candy from a baby". I know if you really try you can do it without tearing the paper.

Third, consider this. Those awful ads on the front of the paper contribute revenue that helps fund our Bakomatic platform that allows all of you to post blogs at no charge. Hmmmmmmm.

This past Sunday, we had Four of one advertising insert. This has happened multiple times. Couldn't help but wonder how well their (TBC) advertising customers would like that. Do those advertisers pay per insert? Hmm..Either way, it is not good. Either TBC is spending unneccesary money on paper, and ink, or the companies paying for these inserts are getting "ripped off".  Pun Intended!

We have been getting the 'Californian' FOR YEARS....with GREAT service to match...you can actually set your watch by when they deliever it on our door step...and anytime we do have a problem with a missing---do to some of the street trash that walks thru the complex--no fault of the carriers---the 'Californian' is welcome to do what THEY have to do...as long as I get my paper.....IMHO

I never thought in a million years I would be defending the Californian, but here it is. I, personally, have never had the paper tear when removing the sticky ad. It probably doesn't make a difference, but I always buy the paper at a store or roadside vending machine in which case the paper is flat. Could it be that when the paper is folded for delivery the pressure causes the adhesive to "stick" more? Just a thought.

Also, I have to admit that I'm not one to look at the advertiser inserts. In fact, they go immediately into recycling. However, the front page sticky ads have some great deals that I have used, including Sequoia, Olcott's, Tahoe Joe's and Today Cleaners. Sorry to everyone who hates the ads :(

Mr. Wells,

Is this what you call customer service? Many of us who blog here are also subscribers, and you've effectively insulted the ones who are having problems with the sticky ads.

I don't have an opinion about those ads one way or the other. But you need to grow up and take this criticism constructively rather than insulting The Californian's readers ... paying customers or otherwise.

I dislike the Chase ad that pops up for 15 seconds (your page is loading) and when you click on skip, it does nothing... Now I click on X and return the the page.  More work, but I can get where I want in less than 15 seconds, and I skip the advertising.  I am also increasingly disinterested in Chase prducts and services now...

Today I received TWO copies of EVERY SINGLE ad in today's paper.  Talk about a major waste.  But hey, that must justify the rising costs that cause TBC to need those stupid sticky ads.  If I hasnt already paid for 6  months in advance I'd cancel my subscription.  Unbelievable. 

Queen, just so you know, if you want to cancel your subscription they will issue a refund check but it takes about four weeks. I cancelled mine when we sold our last house and never renewed when we moved here because the delivery was so unreliable. I wonder if the duplicate ads are "inflating" the circulation number. Just a thought.