Red Sox Play Ball with Herald in New Ad Campaign

December 18, 2017

As the hardreading safe has noted many times, the Boston Herald is routinely overlooked as an advertising vehicle by local institutions ranging from General Electric to Verizon to AJC Boston to CVS.

But . . .

The new ad campaign for Red Sox ticket sales is totally bi-paper-san.

From Saturday’s Boston Globe.

From Saturday’s Herald.

 

 

Some context here, from Ricky Doyle’s NESN profile of Rafael Devers in August:

“In my neighborhood, when I played vitilla (baseball with bottle caps), there was always this guy who would say, ‘Look at this one with that fresh face,’ and from then on I was ‘Carita.’ ”

Carita. Or Baby Face. Hmm… we’ll see if it sticks.

 

Clearly, it did.

Back to the Sox ads. Both local dailies ran this one yesterday.

 

No explanation need for that, right?

But maybe an explanation for the ad campaign itself is in order.

Red Sox ticket sales were off last year (2,917,678) from 2016 (2,955,434) according to Baseball Reference.

Regardless, here’s what ticket buyers can expect for next year, via Nik DeCosta-Klipa at Boston.com.

The team announced Wednesday that [2018] (ticket prices at Fenway Park will increase by an average of 2.5 percent. Similar to last year, this means ticket prices are going up $1 to $5 for many of the seats closer to the field, as well as the bleachers.

 

Red Sox to fans: Read it and keep (paying more).

Let’s see how many of them vamos next season.


Herald Again at a DisAdvantage (CVS Smokes-Free Edition)

February 6, 2014

The Boston Herald is a three-time loser in the advertising department today. Once again, the Boston Globe scoops up all the good ads, starting with this one from the new nonsmoking CVS.

 

Screen Shot 2014-02-06 at 10.49.33 AM

 

(The Herald has a news story about the chain’s move, but that’s all.)

Also in the stately local broadsheet, this media culpa from Neiman Marcus:

 

Screen Shot 2014-02-06 at 10.50.36 AM

 

Here’s a slightly more readable version:

 

Screen Shot 2014-02-06 at 10.51.06 AM

 

The hardsquinting staff gets why Neiman’s wouldn’t run that – or any – ad in the Herald. But CVS? What – only smokers read the Herald?

Regardless, this Puffs ad doesn’t soften the blow any either.

 

Screen Shot 2014-02-06 at 10.51.41 AM

 

The feisty local tabloid, no doubt, is reaching for the Kleenex.