Mike Bloomberg Even Has Ads in the Boston Herald

February 9, 2020

The chattering classes have no idea how far Mike Bloomberg’s staggering 300-million-going-on-one billion-dollar ad campaign extends.

Here’s conservative hall monitor Rich Lowry in yesterday’s Boston Herald op-ed page.

The level of his spending is truly astonishing — Croesus goes all-in on Super Tuesday. He’s spent more than $300 million on various forms of advertising. By the end, he’s going to make the profligate self-funder Tom Steyer — who managed to pointlessly buy himself onto the Democratic debate stage — look like a penny-pincher.

Bloomberg is running a presidential campaign that Curtis LeMay would love, carpet-bombing the airwaves every single day. He’s single-handedly changed the market for TV ads in many places. He spent $10 million on a Super Bowl spot, or about half of what Joe Biden raised in the entire fourth quarter.

 

And here’s what appears right below that on the Herald’s website.

 

 

Megabucks Mike is also running ads in the Herald’s E-Edition. This is what we got when we double-clicked for the text version of a Sinn Fein piece.

 

 

Most analysts – Lowry included – have focused on Bloomberg’s TV buys. But when a campaign is peppering the likes of the flimsy local tabloid with ads, it’s way beyond carpet-bombing.

Mike Bloomberg has gone nuclear.


NESN Has NUSN for the Boston Herald

April 10, 2016

Well tomorrow is the Red Sox home opener and, say, there’s rejoicing throughout the land – including in today’s Boston Globe Sports section, which features this full-page ad.

 

Screen Shot 2016-04-10 at 12.40.12 PM

 

You know what comes next: The ad did not run in today’s Boston Herald, sports section or otherwise.

Well, you might say, that’s because the flimsy local tabloid has managed the improbable feat of having a circulation that’s smaller on Sunday than on weekdays. The Herald claims 96,403 daily and 75,405 Sunday circulation, but here’s what the Herald published last fall:

 

Screen Shot 2016-04-10 at 5.00.35 PM

 

Note the Total Paid Distribution: 60,212. And that was on a Friday.

So let’s use the Herald’s own ratio and estimate Sunday circulation around 50,000. That should make a Sunday ad in the Herald less expensive, not less likely.

But apparently NESN has all the viewers it needs.

So nothing for the thirsty local tabloid.

That’s just sad, with a capital A-D.