John Henry to Boston Herald: Drop Dead

October 3, 2016

Sure, David Ortiz’s Fenway Swan Song turned out to be (Not So) Sweet Caroline as the Sox lost five of their last six, but at least Big Papi got a sweet sendoff in the local dailies.

Sunday’s papers were a Papipalooza of congratulatory ads, with both the Boston Globe and the Boston Herald publishing special Commemorative Sections.

Their front pages gave you a good idea of who was going to win the advertising sweepstakes in the Farewell to Big Arms.

 

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Notice that the Globe section is sponsored by Xfinity, while the Herald section is sponsored by nobody.

And notice the advertisers in the thirsty local tabloid: Catholic Memorial High School, Aria Trattoria, Sullivan Tire, Central Auto Team, Parker Professional Driving School, Modell’s Sporting Goods, and – our personal favorite – The Hamilton Collection.

 

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Nothing like a Laser-Etched Glass Sculpture to keep the the memories alive.

Crosstown at the Boston Globe, there was a different class of commemorative ads: New Balance, Mohegan Sun, University of Massachusetts, and – remarkably – the Isabella Stewart Gardner Museum.

 

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Not to mention ads from Herb Chambers, Dunkin’ Donuts, Sleepy’s, Miltons, Granite City, and, of course, Xfinity.

No surprise there: That high/low advertising split runs pretty much true to form for the local dailies.

But here’s where it gets interesting:

Boston GlobeSox owner John Henry ran this ad in Sunday’s Globe Sports section.

 

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Close-up for the copy-impaired:

 

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The thing is, Henry did not run the same ad in the Herald, even though that would have been the right (and inexpensive) thing to do.

Bad form, Mr. GlobeSox. Bad form.

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Boston Herald Radio All Pimped Out to Advertisers

February 20, 2015

As the hardreading staff noted several months ago, the Boston Herald is not exactly covert in its catering to the few advertisers it manages to attract.

The Herald Runs on Dunkin’

As our Walt Whitman desk attests on a regular basis, the Boston Herald is a past master at using its newshole to promote . . . that’s right – the Herald. And now apparently, the fuzzy local tabloid is offering the same sort of ad-itorial package to its advertisers.

Witness the latest installment of the paper’s daily plug for Boston Herald Radio, the webcast that up to several people a day listen to.

 

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Nice bit of venial synergy for Dunkin’ Donuts, eh? Lede of the “interview” at left:

Todd Wallace, field marketing manager for Dunkin’ Donuts, joined Boston Herald Radio’s “Morning Meeting” with Hillary Chabot and Joe Battenfeld to talk about the iconic coffee chain’s new products.

 

Now comes this piece from the Nieman Journalism Lab’s Joseph Lichterman about local newspapers that hope online radio can become significant revenue generators. Along the way, Lichterman nails the coffin shut on the thirsty local tabloid’s unabashed willingness to pimp out any part of its editorial content to advertisers.

Advertising has also been slow for Boston Herald Radio, but the station has been able to introduce new forms of advertising by integrating advertisers into segments of its shows. Last fall, a marketing manager for Dunkin’ Donuts appeared on the Herald’s morning show to promote Dunkin’s new dark roast coffee.

“Sales love it, we love it in programming, and the clients love it,” said Herald Radio executive producer Tom Shattuck.

 

The first and third of those make perfect sense. But . . . we love it in programming?

That’s just sad.


The Herald Runs on Dunkin’

September 29, 2014

As our Walt Whitman desk attests on a regular basis, the Boston Herald is a past master at using its newshole to promote . . . that’s right – the Herald. And now apparently, the fuzzy local tabloid is offering the same sort of ad-itorial package to its advertisers.

Witness the latest installment of the paper’s daily plug for Boston Herald Radio, the webcast that up to several people a day listen to.

 

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Nice bit of venial synergy for Dunkin’ Donuts, eh? Lede of the “interview” at left.

Todd Wallace, field marketing manager for Dunkin’ Donuts, joined Boston Herald Radio’s “Morning Meeting” with Hillary Chabot and Joe Battenfeld to talk about the iconic coffee chain’s new products.

 

You gotta hear this segment to believe it. Those Heraldniks sure can take the r out of radio.