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The New York Times has joined the ranks of other major newspapers and is now offering display ads below the fold on its front page.

The first ad appearing today was bought by CBS and appears in color below the fold.

Other major newspapers that sell front-page display ads include The Wall Street Journal, USA Today and The Los Angeles Times.

"In 2006 we began testing ads on some section fronts and received a very positive response from the advertising community," said Denise Warren, senior vice president and chief advertising officer for The New York Times Media Group.

"A strip ad on the front page of The New York Times will be highly attractive to advertisers looking for premium real estate for their campaigns."

The Times did not release the rates it charges for the front-page ad space but did say advertisers usually "make a significant commitment to multiple ads."

The New York Times Company hopes its latest move will help generate much needed revenue. The company reported in November revenue fell 13.9 percent from November 2007.