Many of the sacred rules of newspapers have fallen in recent years.
Advertising on the front page, once considered taboo in the publisher's office as well as at the editor's desk, is now commonplace. An innovative ad program showing up in many newspapers even folds over a section of the front-page with coupons. Others have Post-it notes covering parts of the main headline or the newspaper's nameplate.
The trend has gone the other way, too. Information once considered the sole domain of the newsroom -- obituaries, wedding announcements, anniversary celebrations -- are now treated as paid advertising allowing families to select their own words and determine how much or how little to say about a loved one.
Beginning Monday, another spot once considered off-limits to advertisers will be available. The Mercury will offer a block on the Opinion page for op-ed advertising.
As with obituaries, the Op-ed advertising program allows a person to say something they want to say in more words or with more frequency than our editorial space would allow. The paid opinion pieces will not replace free letters to the editor, and like letters, rules of libel and decency will be enforced. But, if a person has more to say than our rules of one-letter-per-month allow, this program gives an alternative.
The idea was brought to us by former Mercury editorial writer Tom Hylton, whose opinions about matters in town can arrive with more flair and frequency than the average Readers' View writer.
Hylton has a history with this newspaper, having won a Pulitzer prize in editorial writing during his years here, and many in town identify him with The Mercury, even though we have been on opposite sides of the street since 1994.
His opinions do not represent the opinions of this newspaper. We may agree just as readily as we may disagree. In fact, the notion to provide a forum for paid advertising on the Opinion page underscores the point that those opinions are an individual's or an organization's viewpoint, not necessarily the view of the newspaper's editorial board.
Just like with a paid obituary, the paid Opinion piece gives writers an opportunity to say something in their own words unaltered by our editors.
The pieces which will appear in this space may be controversial, and they may spark some heightened public debate. This is in our view the mission of any newspaper Opinion page, and we welcome the opportunity to raise awareness and increase an enlivened dialogue about local issues.
This advertising option is available to people who want to write opinion pieces above and beyond what our letters policy allows, or to endorse local candidates or issues beyond our policy of refusing political endorsements as letters.
The program has rules and guidelines, like any advertising option. The parameters may evolve over time.
But, be assured, the coming of paid advertisements on the Opinion page is not the first step to charging for letters to the editor. These opinions are additions, not replacements for the opportunity we offer our readers in SoundOff and Readers' Views to have your say.
Another avenue for voices is open. Watch for it; read, and become informed.