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Warburtons joined the Christmas ad battle last year, drafting in the Muppets to help flog its new giant crumpets.
In addition to the ad battle between the papers, Mr. Murdoch's two New York-based papers, the serious broadsheet Journal and the scrappy tabloid Post, are making a major push for joint ad sales, despite their different readerships — in fact, advertisers say they have been offered deep discounts on Post ads if they buy ads in The Journal.
Most of the stories citing the alliance -- the political arm of a small, single-issue group called the Institute for Energy Research -- focused on its TV ad battle with the Obama reelection campaign.
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Surpassing the $2bn mark was long expected after an election season dominated by the supercharged competitive pressures that both campaigns faced in mounting massive fundraising blitzes to stoke expensive media ad battles and ground wars.
It's an ad duopoly battle.
But in terms of actual number of ads the battle has been, if anything, an Obama advantage.
It's like a rock'n'roll Hunger Games out there: the majors select a handful of mainstream-compatible guitar acts and get them enough online stats and YouTube ads to battle it out to the death in the barren desertscape of the Top 40.
Since the News Feed is both the primary driver of Facebook's mission to connect people, and the source of much of its ad revenue, battling misinformation is critical to its public perception, even if the company says fake news makes up only a tiny fraction of what's shared.
This autumn, I also saw an old buddy from my days in the ad game fight a courageous battle with cancer.
Some of these ads highlight battle-of-the-sexes humor; one features the tongue-in-cheek claim that Pabst Blue Ribbon beer can calm a wandering, restless husband.
The two armies would meet again in 627 AD at the Battle of the Trench.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com