Boston Globe Has Crushing Ad-vantage Over Herald

January 18, 2015

As one of the up to 17 home subscribers to the Boston Herald, the hardreading staff naturally worries for the health of the feisty local tabloid. Especially since the paper’s Sunday circulation lags significantly behind the weekday circ, a reversal of the normal pattern for daily newspapers. Of course, the Herald is nothing if not abnormal.

Today’s edition of the Herald gives cause for even more alarm. The news section has only one full-page ad and the equivalent of maybe four more pages in bits and pieces. The Sports section  has even fewer. Talk about ad-nemic.

Crosstown at the Boston Globe, meanwhile, these large display ads appeared in the A section alone.

Two for Macy’s:

 

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One for Bloomie’s:

 

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And one for some anti-abortion outfit called Project Rachel:

 

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Oh, yes – plus about another dozen ads that total up to around six more paid pages.

And that’s not an especially good Sunday for the stately local broadsheet.

We know Bloomingdale’s is a stretch but, Hey! Macy’s! Show the thirsty local tabloid a little love, eh?


Globe Still Has Memorial Ad-vantage Over Herald (‘Buck’ Bay Association Edition)

May 6, 2013

The post-Boston Marathon bombings ads continue to gravitate toward our stately local broadsheet.

For starters, the Boston Sunday Globe featured this half-page ad:

 

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Topping that was this full-page ad in the same edition:

 

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Notice the sponsors: The Buck – sorry, Back Bay Association and the Newbury Street League.

Funny, but neither ad ran in Sunday’s Boston Herald.

The feisty local tabloid might want to look here for the reason.


Marathon Bombing Memorial Advertisers Get More and More Obscure

April 29, 2013

In the two weeks since the tragic Boston Marathon bombings, we’ve seen a goodly number of tribute ads from the likes of Verizon, Bloomingdale’s, even the City of New York Patrolmen’s Benevolent Association. But today’s installments come from, well, out of nowhere.

In the Boston Globe:

 

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In the Boston Herald:

 

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Yeah, that’s what we said. Who are these people?

Turns out Flying Cross is “[t]he leading authority in uniform systems with over 170 years’ experience outfitting the best—and toughest—customers. Serving with Distinction since 1842.”

Okaaaay.

And The Produce Connection “[services] over 200 different food service venues throughout New England, many of them for over 20 years now. Many of our customers have become our close friends as we’ve successfully worked to meet their needs every day with the same commitment.”

Okaaaay.

We gotta ask: Are the Marathon bombings turning into just another marketing opportunity? (10% of our next two columns donated to The One Fund Boston!!)

It’s sure starting to feel that way.


Globe Has Memorial Ad-vantage Over Herald (II)

April 18, 2013

So the reporting on Monday’s Marathon bombing has gotten a little ragged, yeah? Helpful Boston Herald tick-tock of yesterday’s rumpus:

 

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That last item is: “7 p.m. FBI cancels press conference.” A fitting end.

Regardless of the helter-skelter nature of the news coverage, though, the tribute ads have continued to run in the local dailies.

This DePrisco ad ran in both papers:

 

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So did this Marshalls ad:

 

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Old friend Mo Vaughn also bought space in the locals to express his condolences, but the graphics were different. Here’s the Herald version:

 

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And the Globe one:

 

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In addition, the Globe featured two ads that did not appear in the Herald. First was Lord & Taylor, which is no big surprise (see Bloomingdale’s/New York Post story here).

 

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Also absent from the Herald was this ad, which is a surprise:

 

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Just not, apparently, with the readers of our feisty local tabloid.


Globe Has Memorial Ad-vantage Over Herald

April 17, 2013

First off, both Boston dailies have acquitted themselves admirably in their coverage of the Marathon bombing, each playing to its particular strengths. And today both the  Globe and the Herald feature full-page ads from sympathizers and well-wishers in the wake of Monday’s horrific events.

Aer Lingus, for example, ran this ad in both papers.

 

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Ditto for this ad from the United Methodist Church:

 

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But this ad ran only in the Globe:

 

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That reminds us of the story (perhaps apocryphal) back in the ’80s about the publisher of the New York Post approaching Bloomingdale’s president Marvin Traub and asking him why the retailer didn’t advertise in his paper.

“Because,” Traub said, “your readers are my shoplifters.”

Youch.