Above the nameplate: Prime real estate

Mario Garcia tackles the question: Is the space above the nameplate sacred? He writes:

"It can be controversial, and I usually get asked that question at least twice a week somewhere in the world: How effective is it to lower the newspaper's nameplate to put something at the very top?

My response is always similar: very effective. The moment you put a promo, a photo, a story or even a variety of elements above the nameplate, those items will command great attention. It is the editor's way of saying:

Look at this. It is special."