Boston Herald Shrinks Re: Stealth Marketing Disclose

As the hardreading staff has noted previously, the Boston Herald has never been overfastidious about distinctions between marketing and news. But the stealthy local tabloid has just gotten one level sneakier.

Today’s edition features this page topped by “sponsored content” touting special Massachusetts Lottery scratch tickets for the Patriots and other New England sports teams. (Inexplicable Little Green Number sold separately.)

 

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Even closer up, the disclosure is pretty minimal.

 

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That’s clearly a step down from the Herald’s previous perfunctory labeling.

 

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Of course, native advertising works best when it labels itself least. The more you think it’s editorial content, the better for the marketer.

And the better for the sneaky local tabloid too.

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