Comparing these to the previous set that we looked at a few years ago, one thing jumps out right away: while that set had a light-colored background behind Godzilla, this set has a dark one, making for a solidly black ad with white text.
This gave the newspaper personnel a choice, I suppose...the dark one is more striking, but in smaller sizes it might have looked like a big smudge on the page. What do you think?