Minions Did NOT Take Over the LA Times Masthead

Okay, so this Minions Meet the Masthead story is all over the place today. Representative sample from KPCC:

Minions take over LA Times’ masthead; Critics cry foul

Sunday’s L.A. Times featured a trio of Twinkie-like characters meddling with the paper’s sober, storied masthead in an advertising first for the paper, L.A. Observed reports.

The promotion is part of Universal Studios’ campaign for its 108109-full“Minions” movie, featuring the popular characters from the ‘Despicable Me’ franchise.

The move immediately set off concerns on Twitter that leasing out the newspaper’s masthead impinged on its credibility as a source for news.

Except . . . that’s not the LA Times masthead. It’s the paper’s nameplate, or flag. The masthead, as the Glossary in the Newspaper Designer’s Handbook tells us, is “[a] block of information, including staff names and publication data, often printed on the editorial page.”

Comme ça.


Screen Shot 2015-07-06 at 4.21.47 PM


Not to get technical about it.

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