September 15, 2022
From our Local Dailies DisADvantage desk
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.
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Uncategorized | Tagged: Amazon Prime, Boston Globe, Boston Herald, Local Dailies DisADvantage, Mass General Brigham, One-Daily Town, stately local broadsheet, thirsty local tabloid, Thursday Night Football | 
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Posted by Campaign Outsider
April 5, 2020
From our Local Dailies DisADvantage desk
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.
Body copy:
And this Uber ad.
Body copy:
Memo to Blue Cross and Uber: Maybe next time send some of that love to the Herald as well.
5 Comments | Uncategorized | Tagged: Blue Cross Blue Shield of Massachusetts, Boston Globe, Boston Herald, Charlie Baker, Herb Chambers, Kappy's Fine Wine & Spirits, Local Dailies DisADvantage, stately local broadsheet, Stop & Shop, thirsty local tabloid, Uber, Veterans Cannabis Project | Permalink
Posted by Campaign Outsider
October 4, 2018
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.
No wonder we’re destined to be a One-Daily Town.
P.S. It’s entirely coincidental that this is the front page of today’s Herald
and this is Metro Page One of the Globe.
Entirely.
Leave a Comment » | Uncategorized | Tagged: Boston Globe, Columbia Gas, Columbia Gasbag, gas explosion, Joe Hamrock, Leonel Rondon, Local Dailies DisADvantage, Merrimack Valley, One-Daily Town, Phoenix Charter Academy, thirsty local tabloid | Permalink
Posted by Campaign Outsider
July 13, 2018
From our Local Dailies DisADvantage desk
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.
The pitch:
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.
Leave a Comment » | Uncategorized | Tagged: Boston Globe, Boston Herald, Boston Red Sox, Chateau Auguste, Cintas, Fenway Park, Googletron, Local Dailies DisADvantage, official red wine, official restroom sponsor, thirsty local tabloid, W.B. Mason | Permalink
Posted by Campaign Outsider
May 15, 2018
From our Late to the Get Well Party desk
The hardreading staff has been remiss in failing to note this half-page ad that the Massachusetts Department of Public Health ran over the weekend in the Boston Sunday Globe.
The ad – wait for it – did not run in the Boston Herald.
We have no statistical basis for this, but the hardguessing staff can’t believe that Herald readers don’t experience strokes in proportionally equal numbers to Globe readers.
So we’ll be contacting the DPH to ask why the ad did not also run in the thirsty local tabloid.
We will, as always, keep you posted.
Leave a Comment » | Uncategorized | Tagged: Boston Globe, Boston Herald, DPH, Local Dailies DisADvantage, mass.gov/stroke, Massachusetts Department of Public Health, thirsty local tabloid | Permalink
Posted by Campaign Outsider
April 9, 2018
From our Local Dailies DisADvantage desk
It seems that Mistah Mayah has been following our kissin’ cousins at One-Daily Town, given that this City of Boston ad appears in today’s Boston Globe but not the Boston Herald.
That’s the hat trick for Walsh: He also snubbed the thirsty local tabloid the past two years.
Whatsamatta, Marty – coverage in the Herald not fawning enough for you?
Show some class, man.
Leave a Comment » | Uncategorized | Tagged: #OneBostonDay, Boston Globe, Boston Herald, Elizabeth Warren, Local Dailies DisADvantage, Marty Walsh, Mistah Mayah, One-Daily Town, thirsty local tabloid | Permalink
Posted by Campaign Outsider
March 26, 2018
From our Local Dailies DisADvantage desk
First, disclosure: The hardreading staff has been a New York Giants fan since the days the team was called the New York Football Giants. (Don’t bother sending any abusive comments, splendid readers. Being a Giants fan is punishment enough itself.)
So we’re quite happy that former New England Patriot left tackle Nate Solder is Big Town bound, even at the cost of $62 million over four years, with $35 million guaranteed.
Solder’s feelings about leaving town, however, are mixed, as he mentioned in this full-page ad in yesterday’s Boston Globe.
Crosstown at the Boston Herald there was . . . nothing.
Note to Nate: Some denizens of Patriot Nation actually read the Herald. Apparently you won’t miss them – except with your ad dollars. Maybe Herald scribe Karen Guregian should take back the respectful sendoff she gave you yesterday.
Plenty left still to tackle
Solder loss leaves hole, concerns
The Patriots have a question mark in a place no team wants a question mark. They’re below par in the one position they can’t afford to be, especially with Tom Brady the linchpin to their success.
Uncertainty with Brady’s blind side protector? That’s not been a major storyline heading into a season for quite some time. Left tackle has been a strength for nearly two decades, from Matt Light to Nate Solder.
For the Herald, advertisers present a different kind of blind side: They don’t even see the thirsty local tabloid.
New slogan for the paper: Ad loss leaves hole, concerns.
Leave a Comment » | Uncategorized | Tagged: Boston Globe, Boston Herald, Karen Guregian, Local Dailies DisADvantage, Nate Solder, New England Patriots, New York Football Giants, thirsty local tabloid, Tom Brady | Permalink
Posted by Campaign Outsider
February 5, 2018
As the hardreading staff noted the other day, the Boston Herald has of late increased the amount of its “sponsored content” while decreasing the legibility of its disclosure.
Now the Boston Globe apparently wants to join the stealthy local tabloid in profiting from ads in sheep’s clothing, running this on A12 of today’s edition. (Here’s the digital version on the Globe website.)
(To be sure graf goes here)
To be sure, sharp-eyed observers will pick up that it’s actually an ad, but not everyone is as perceptive as you, splendid reader. For some, anything with a headline and a byline qualifies as editorial content. Which is exactly what stealth marketing counts on.
Regardless, we’re guessing that the revenue-impaired Globe and the bankrupt Herald will increasingly turn toward this sleight-of-ad as time goes on.
We hope, of course, to be proven wrong.
Leave a Comment » | Uncategorized | Tagged: ads in sheep's clothing, Boston Globe, Boston Herald, Boston Herald Radio, Chuck Leddy, Isenberg, Isenberg UMass Amherst, Local Dailies DisADvantage, Massachusetts State Lottery, Rigby & Peller, sleight-of-ad, sneaky local tabloid, sponsored content, stealthy local tabloid, thirsty local tabloid | Permalink
Posted by Campaign Outsider
February 3, 2018
The sneaky local tabloid just keeps getting sneakier.
As the hardreading staff has noted on multiple occasions, the Boston Herald’s publication of stealth marketing (a.k.a. “sponsored content”) has steadily become more and more – ah – stealthy, as the labeling of same grows smaller and smaller.
(Pop quiz: Is that an oxymoron, or are we?)
For example, here’s how sponsored content for intimate apparel retailer Rigby & Peller was labeled in March of 2016.
Then there’s this advertorial for the Massachusetts State Lottery from a year ago.
And now comes this from yesterday’s edition of the stealthy local tabloid. (Inexplicable Little Green 1 at no extra charge.)
Do we detect a pattern emerging here?
All of those ads in sheep’s clothing originated in interviews on Boston Herald Radio, which has up to several listeners but which more importantly provides the Herald with a steady stream of stealth marketing opportunities.
Given the Local Dailies DisADvantage the thirsty local tabloid labors under, that just might be the best it can do.
2 Comments | Uncategorized | Tagged: ads in sheep's clothing, Boston Herald, Boston Herald Radio, Local Dailies DisADvantage, Massachusetts State Lottery, Rigby & Peller, sneaky local tabloid, sponsored content, stealthy local tabloid, thirsty local tabloid | Permalink
Posted by Campaign Outsider
January 25, 2018
From our Local Dailies DisADvantage desk
The other week it was Nike plastering Kyrie Irving all over the Boston Globe and rejecting the Boston Herald.
Adding insult to financial injury, Ashton Kutcher’s two kids do the same today in this full-page salute to their Mom for being chosen Hasty Pudding’s Woman of the Year.
Two things:
One, do they really call their mother by her first name?
And two, we’re not ashamed to say we had to Google Wyatt and Dimitri to figure out who ran the ad.
As for the thirsty local tabloid, maybe Mila Kunis could carry a copy in Hasty Pudding’s traditional parade, which starts in roughly ten minutes despite multiple protests by students and feminists.
Via Google:
Missed by a Mila, huh?
Leave a Comment » | Uncategorized | Tagged: Ashton Kutcher, Boston Globe, Boston Herald, Dimitri, Hasty Pudding, Kyrie Irving, Local Dailies DisADvantage, Mila Kunis, Nike, Woman of the Year, Wyatt | Permalink
Posted by Campaign Outsider
It's Good to Live in a Two-Daily Town 