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.)
Then, this Boston Ad Club full-page backpat honoring diversity in a town that has long hampered diversity.
(To be fair graf goes here)
To be fair, yesterday’s Herald did feature this full-page bank ad.
As well as this half-page Massachusetts tax amnesty ad.
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.
As the hardreading staff noted yesterday, the Boston Herald continues to be the wallflower at the local advertising dance.
Lo and behold, occupying the entirety of page 9 was this ad, paid for by some outfit called the Coalition to Lower Energy Costs.
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.
Pro-gas pipeline group makes regional push with new TV ad
Coalition to Lower Energy cost has ties to Kinder Morgan energy firm
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.
But that’s not the strange part. The strange part is the same ad ran on A13.
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?
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.
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.
Fact of life: The Boston Globe is always going to garner far more advocacy/corporate image/memorial full-page advertising than the Boston Herald.
(To be sure graf goes here)
To be sure, we get why, say, Mass General Brigham last Sunday would run this double-truck only in the stately local broadsheet.
(There was also a third full-page ad that went with those two, which meant MGB spent some serious money. Then again, those U.S. News & World Report rankings have gone over like the metric system for quite a while now, so maybe not the wisest investment.)
For the life of us, though, the headscratching staff cannot understand why this full-page ad ran in today’s Globe but not today’s Herald.
Hey – if even NFL telecasts ignore the thirsty local tabloid and treat Boston like a One-Daily Town, it just might become one.
As the hardreading staff has noted numerous times, the Boston Herald has long been the wallflower at the local advertising dance.
And so it remains in the time of coronavirus.
To be sure, Kappy’s Fine Wine & Spirits has been a loyal customer lately with full-page ads like this one.
And Stop & Shop ran this thank you ad today.
But that’s pretty much it for the thirsty local tabloid.
Crosstown at the Boston Globe, though (wait – that doesn’t work any more since the Globe moved to State Street and the Herald moved to Braintree and anyway everyone’s working remotely so the hell with it) – the full-page ads are coming fast and furious.
Yesterday there was this ad from the Veterans Cannabis Project urging Gov. Charlie Baker (R-Bogart) to designate all adult-use Massachusetts cannabis dispensaries as essential services.
Auto magnate Herb Chambers also went full-page yesterday.
Today is even better for the stately local broadsheet. It got the Chambers ad again and the Stop & Shop thank you ad. But today’s edition also features this Blue Cross Blue Shield of Massachusetts ad.
And this Uber ad.
Memo to Blue Cross and Uber: Maybe next time send some of that love to the Herald as well.
In the wake of the New England Patriots’ victory in Stupor Bowl LIII, yesterday’s editions of the Boston dailies marked Celebration Day for the six-time champions.
Begin with the Boston Globe, where the Kraft Family bought page 3 of the Score section.
From there the congradulations took an oddly retail turn, starting with this sort of oblique Hood full page.
Next up was this 7-Eleven full page ad offering some Hangover Relief Specials.
And then the back page of Score, brought to you by Pepsi, the Official Soft Drink of the New England Patriots and Super Bowl LIII.
Yes, that is the Chris Hogan of six targets, zero receptions, and zero yardage in the Big Game. But why get technical about it.
Finally, the A section of the Globe featured this full-page shoutout from Bank of America.
Of all the ads above, only that last one ran in the Boston Herald.
Today it’s a different story – it’s Tchotchke Day in the local dailies! Here’s a sample of the Patsabilia you can find in today’s Globe.
And here’s what the Herald is offering.
Not for nothing, but the hardreading staff gravitates toward the Levitating Football.
One final, poignant note: The thirsty local tabloid, after being passed over by so many advertisers yesterday, was finally reduced to running a congratulatory ad from . . . “the entire staff at the Boston Herald.”
The four-month National Grid lockout of over 1,200 union gas workers has not only cost the state 1) millions in lost tax revenue and 2) more than $13 million in unemployment benefits according to this WCVB report, it’s also cost the company tens of thousands of dollars for this full-page ad in today’s Boston Globe.
(Gas Workers Must Be Nuts graf goes here)
Something the ad failed to note: There’s movement at the State House to “force National Grid to restore health benefits to all locked out workers until contract talks are resolved,” according to WCVB’s report. That could ratchet up the cost of the lockout for the gas company.
Something National Grid failed to note: There are two dailies in this town. Boston Herald readers also have a nickel in this quarter. Time to give the thirsty local tabloid some love, eh?
Columbia Gas, which oversaw the destruction of roughly 80 homes; the death of Leonel Rondon, a student at Phoenix Charter Academy; over two dozen injuries; and the disruption of thousands of other lives, promises to restore service to Lawrence, Andover, and North Andover by November 19th.
But . . .
The company is also hedging its bets, as yesterday’s full-page Boston Globe ad from Columbia Gasbag Joe Hamrock indicates.
Nuts to deadlines graf.
Notice first that Columbia Gas is outsourcing part of its responsibility for the recovery to “local, state and federal officials and other dedicated people and organizations.”
Also notice that there’s no mention of the November 19th deadline.
Also also notice that the ad did not run in the Boston Herald, yet another example of Boston institutions overlooking the thirsty local tabloid.
Who knew? It turns out the Olde Towne Team has an Official Red Wine, as readers of today’s Boston Globe discovered in this full-page ad.
Chateau Auguste certainly seems to be a hit with oenophiles: A quick check of the Googletron reveals that the 2017 Rosé featured in the ad rates from 3.4 to 4.5 stars; the 2015 Bordeaux in the background gets 4 stars. We’ll see how it plays at Fenway, though.
Two other things:
1) The ad got us to wondering who else might be an official sponsor of the Sox. We know – from all those delivery trucks – that W.B. Mason is the Official Office Products Supplier of the Boston Red Sox (and also sponsors the Philadelphia Phillies, New York Yankees, New York Mets, Cleveland Indians, Pittsburgh Pirates, Washington Nationals, and the Tampa Bay Rays, along with the NHL’s Boston Bruins).
But we had no idea that Cincinnati-based Cintas is the Official Restroom Sponsor of Fenway Park. That’s good to know. (There’s a bunch of others here.)
2) The Chateau Auguste ad did not run in the Boston Herald. That makes it the thirsty local tabloid times two.