When the Los Angeles Times hit newsstands Friday, the headlines were nowhere to be seen. According to the Associated Press, the front page of the Times featured a full page advertisement for the Sunday season premiere of the HBO show “True Blood.”

The ad showed a close-up black-and-white picture of the show’s star, Stephen Moyer, with blood dripping from his mouth. The real front page was only visible after taking off the ad which wrapped around the entire paper. A spokeswoman for the Times said it was the first time the newspaper has ever featured a wrap ad like that.

Twitterers had mixed feelings about the unusual ad placement:

1. 
   MikeCosta So it’s come to this: A huge, 4-pg ad for “True Blood” makes up the entire first section of the LA Times. Remember when you saw headlines?
2. 
   crojers Whoa! the front page of the LA Times is an ad for true blood, like above the fold right below the masthead. Crazy.
3. 
   rocglobal Vampires suck LA Times lifeblood: http://bit.ly/ce282
4. 
   jolilore LA Times puts fullpage ad for True Blood as their cover. Wonder if anyone thought the cover story was “Vampires discovered!”
5. 
   wrighton You know what? I don’t hate the LA Times ‘True Blood’ ad wrap.

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