Boston Herald Still the Thirsty Local Tabloid for Ads

May 4, 2016

From our Local Dailies DisADvantage desk

The Boston Herald has long been the venue of last resort for full-page ads of the advocacy/corporate image/memorial sort.

As it was yesterday, when the Herald was bypassed by two ads that ran in the Boston Globe.

First, this Boston suck-up ad from GE (which in this town stands for Got Everything.)

 

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Then, this Boston Ad Club full-page backpat honoring diversity in a town that has long hampered diversity.

 

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(To be fair graf goes here)

To be fair, yesterday’s Herald did feature this full-page bank ad.

 

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As well as this half-page Massachusetts tax amnesty ad.

 

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Neither of which ran in yesterday’s Globe.

Still, there’s no question that the Herald is an afterthought in the eyes of local advertisers.

Which makes it all the more interesting that the feisty local tabloid seems to enjoy better fiscal fitness than the stately local broadsheet, which is now desperately downsizing (tip o’ the pixel to the redoubtable Dan Kennedy at Media Nation) as it moves from its sprawling Morrissey Boulevard home to cramped quarters in Boston’s financial district.

So who’s really at a disadvantage, eh?

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EXTRA! Thirsty Local Tabloid Gets Ad Love!

June 25, 2015

From our Local Dailies DisADvantage desk

As the hardreading staff noted yesterday, the Boston Herald continues to be the wallflower at the local advertising dance.

Except today.

Lo and behold, occupying the entirety of page 9 was this ad, paid for by some outfit called the Coalition to Lower Energy Costs.

 

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Curious as always, we hied ourselves to the group’s website, which says this about the coalition:

The Coalition to Lower Energy Costs is a non-profit Massachusetts association of individual consumers, labor unions, larger energy consumers and institutions concerned about the threat to New England’s families and economy from skyrocketing natural gas and electric prices. The coalition advocates for the new infrastructure we need to give all of us access to an adequate natural gas supply and lower our energy cost. This will require substantial new pipeline capacity, including one new pipeline from western Massachusetts to Dracut.

 

Huh. We kind of assumed some natural gas companies might be involved. They could, of course, be those “institutions concerned about the threat to New England’s families and economy from skyrocketing natural gas and electric prices” the website mentions. The About Us page doesn’t say.

But WMUR’s redoubtable John DiStaso does in this piece.

Pro-gas pipeline group makes regional push with new TV ad

Coalition to Lower Energy cost has ties to Kinder Morgan energy firm

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MANCHESTER, N.H. —A group with ties to the proponents of the Northeast Energy Direct pipeline, proposed by the Kinder Morgan energy company, has begun advertising on WMUR and other television stations in New England.

The Coalition to Lower Energy Costs has purchased time to air an ad 30 times over two weeks on the New Hampshire’s largest television station at a cost of more than $70,000.

Anthony Buxton, a Maine-based attorney who is a leader of the coalition and also represents Kinder Morgan in a Maine Public Utilities Commission proceeding, said plans call for the ad to air for a total of about three weeks on WMUR. He said it will also air on another New Hampshire television station, as well as two Maine stations and “several stations in Boston,” at a total cost of “several hundred thousand dollars.”

 

Here’s the spot:

 

 

So, mystery solved, yes? Well, no. Why run the print ad in the Herald but not the Boston Globe? Intrepid as ever, we’re sending an email to the coalition to ask.

Wanna know something else that’s strange? A different energy group – Nuclear Matters (you can read about them here) –  ran this full-page ad 0n A11 in today’s Globe.

 

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But that’s not the strange part. The strange part is the same ad ran on A13.

 

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Huh? We’re sending them an email too.

P.S. The Nuclear Matters ad also ran in the Herald. Good day for the firsty local tabloid, eh?


New Balance Balances Local Dailies in ‘Heroes’ Ad

December 30, 2014

From our Late to the Parity desk

Local shoemaker New Balance yesterday saluted “each and every police officer, firefighter, first responder and service man & woman” in this full-page ad that ran in both – say it again, both – Boston dailies.

 

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Truth to tell, the ad also ran in the New York Times and the Wall Street Journal.

But as the Heraldnix might say, why get technical about it.


EF Education First Puts PR First in Boston Globe Ad

October 2, 2017

From our Local Dailies DisADvantage desk

Some of you splendid readers might be scratching your heads over this full-page ad in today’s Boston Globe.

 

 

EF is Education First North America, which loves the Massachusetts Department of Conservation and Recreation for millions of very good reasons.

To wit:

EF Education First Breaks Ground on Third Building in Cambridge, Creating International Education Campus Along Charles River

Massachusetts Governor Charlie Baker and many Commonwealth and City of Cambridge leaders today joined EF Education First North America CEO Dr. Edward Hult to break ground on the company’s third new building in Cambridge’s North Point neighborhood, which will result in the creation of 300 new jobs, acres of new public parkland and recreational amenities, and a new permanent operations and maintenance facility for the MA Department of Conservation and Recreation (DCR).

 

The press release also notes this: “In 2014, the Massachusetts State Legislature unanimously passed special legislation allowing EF to acquire a 125,000-square-foot parcel of land owned by DCR and MassDOT for $20.4 million USD, which previously housed a temporary maintenance facility for DCR. The proceeds from the land sale will fund the construction of a permanent maintenance facility for DCR on one portion of the parcel, which represents an important unmet Big Dig mitigation obligation.”

Swell.

But wait, there’s more – this item ran in the Business section of today’s Globe, a sort of gift-with-purchase.

 

 

Interesting that the press release didn’t mention the $31 million state handout, but, hey, you can’t have everything.

Crosstown at the Boston Herald, however, they pretty much can’t have anything. Education First might love the DCR, but it doesn’t care a fig for the thirsty local tabloid, presumably on the assumption that Herald readers aren’t interested in language classes and overseas education trips.

Huh.


Equifax to Boston Herald Readers: Fax You!

September 25, 2017

From our Local Dailies DisADvantage desk

As you splendid readers no doubt know, the credit-monitoring firm Equifax has faxed up in a major way, both in letting sensitive information about 143 million users get hacked, then in its response to the breach, as Wired’s Lily Hay Newman has reported.

ALL THE WAYS EQUIFAX EPICALLY BUNGLED ITS BREACH RESPONSE

THE BREACH OF the credit monitoring firm Equifax, which exposed extensive personal data for 143 million people, is the worst corporate data breach to date. But, incredibly, the mistakes and the superlatives don’t end there. Three weeks since the company first publicly disclosed the situation, a steady stream of gaffes and revelations paint a picture of Equifax’s deeply lacking response to catastrophe.

 

Part of that “deeply lacking response” is this full-page ad that ran in yesterday’s Boston Sunday Globe.

 

 

There’s all kinds of lawyered-up corporate speak in the ad which we won’t bore you with because, well, it’s lawyered-up corporate speak.

But what we will say is this: Hey, Equifax – where’s your “Notice of Breach” to Boston Herald readers?

You think they don’t care about their credit scores? You think they don’t worry about identity theft?

That’s faxed up, yo.


Jet Blue Promotion Leaves Boston Herald at the Gate

April 18, 2017

From our Local Dailies DisADvantage desk

Jet Blue has come up with a timely campaign  to chase the Income Tax Blues: the Jet Blue Tax Return Flight. Here’s how it works.

 

 

Locally there’s also this ad in today’s Boston Globe.

 

 

But there’s no such ad in – that’s right – the Boston Herald. So the hardtsking staff posted this on Twitter:

 

 

We’ll let you know if we get a #TaxReturnTweet.


Mayor Marty Walsh Advertises One Boston (Daily) Day

April 15, 2017

From our Local Dailies DisAdvantage desk

Be of good cheer, splendid readers! Today not only marks the return of the swan boats to the Boston Public Garden, but it’s also #OneBostonDay, as Mistah Mayah declares in this full-page Boston Globe ad.

 

 

There is, however, no One Boston Day ad in today’s Boston Herald.

Could that be because of Herald headlines like Mother of shot child says ‘Marty Walsh is a liar’? Or Liz Warren and Marty Walsh need to grow up?

We’re guessing inquiring minds at the thirsty local tabloid want to know.


GE Brings Good Things/Full-Page Ads to Boston Globe

February 28, 2017

From our Local Dailies DisADvantage desk

As the hardreading staff has previously noted, Boston BFF (Big Fat Fundsucker) General Electric has a penchant for running full-page ads in the Boston Globe but not the Boston Herald.

Exhibit Umpteen, from Monday’s $tately local broadsheet.

 

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That’s a follow-up to this GE spot on Sunday night’s Academy Awards broadcast.

 

 

Millie Dresselhaus, the first woman to win the National Medal of Science in Engineering, died on February 20th, one week before her TV spotlight ran.

So good for GE to memorialize her in print.

But c’mon, GEniks – show some love for the thirsty local tabloid, yeah?


Norwegians Hate the Boston Herald

February 25, 2017

From our Local Dailies DisADvantage desk

Once again, the thirsty local tabloid found itself parched yesterday.

Friday’s Boston Globe A3 Norwegian Air full-page ad:

 

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Wicked Nawsome™ sidebar: Could we please retire “wicked awesome” from the Bawston Lexicon? (See Adam Gaffin’s Wicked Good Guide to Boston English for details.) It’s wicked tiresome.

Then again, Friday’s Herald did feature this consolation ad.

 

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Can the coveted Recycle Rex Award be far behind for Howie Carr(toon)?

We think not.


Chipotle to Boston Herald: Eat Me (Ad-Free Edition)

September 22, 2016

From our Local Dailies DisADvantage desk

Yesterday’s Boston Globe featured this full-page ad from Chipotle, which is desperately seeking eaters after multiple food-borne illness outbreaks.

 

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Whatever.

No such advertisement, however, appeared in yesterday’s spicy local tabloid (although it did run in the New York Times and the Wall Street Journal).

Memo to Chipotle’s marketing nudniks:

Boston Herald readers eat crappy food too.

Smarten up, eh?