BP has published 24 full-page ads in The New York Times since May 20 in an attempt to run damage control for its gulf oil leak debacle.

Times officials confirmed the number, but declined to reveal how much BP paid for each ad, citing confidentiality.

The latest ad, which ran Sunday, focused on beach clean-up, stating: “Our beach clean-up operations will continue until the last of the oil has been skimmed from the sea, the beaches and the estuaries have been cleaned up, and the region has been pronounced oil-free.”

Wouldn't they be able to spend more money on the clean-up if they spent less on newspaper ads?