Boston Globe Joins Herald in Running Sneak Adtacks

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.


Boston Herald Plants Advertising Deeper Into News

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.

Even Ashton Kutcher’s Kids Blow Off Boston Herald

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?

Kyrie Irving & Nike Blow Right By Boston Herald

January 6, 2018

From our Local Dailies DisADvantage desk

The hardreading staff is sorry to say that this is the third time in a week we’re reporting from the LDD desk. (See here and here.) We fear we’ll soon be yielding to our kissin’ cousins at One-Daily Town.

But until then . . .

The Sports section in today’s Boston Globe features this two-page spread.



With a slight detour through Cleveland, of course. But no stopping at the Boston Herald.

While we’re on the topic of Nike and Irving, here’s the new TV spot he directed and stars in.



Gronk, Sun Tzu, flat earth, plant-based diet – totally memelicious, as SB Nation’s Tim Cato chronicles.

None of which, however, does any good for the thirsty local tabloid.

JetBlue Union Pilots Give Boston Herald the Air

January 5, 2018

From our Local Dailies DisADvantage desk

For several years now, JetBlue Airways Corporation has had an interesting tagline attached to its logo.


Except not you, JetBlue pilots.

According to an Air Line Pilots Association press release, JetBlue has experienced five straight years of earnings growth, but its pilots have gone almost three years without a contract.

Through the first nine months of 2017, JetBlue has reported over $751 million in pretax profit (a 14.3 percent margin), bringing the total to more than $2.5 billion over the last two years since the pilots have been negotiating with the company. Meanwhile, the pilots are still without their first contract since unionizing in 2014, and without market-rate pay.


Consequently, the pilots have 1) filed for mediation from the National Mediation Board, and 2) started running this half-page newspaper ad – yesterday in the Boston Globe, today in the New York Times, but not at all in the Boston Herald.



At its website, the JetBlue pilots have a clever slogan and a count-up clock.



No doubt the thirsty local tabloid would settle for Ad Contract Above All.

Independence Ad Leaves Boston Dailies Poles Apart

December 29, 2017

From our Local Dailies DisADvantage desk

The Polish Cultural Institute has reached up from the Big Town to run this full-page ad in today’s Boston Globe as part of the country’s celebration of 100 years of independence.


Body copy:



Except not you, Boston Herald.

Once again the thirsty local tabloid gets the air from an advertiser that thinks Boston is a One-Daily Town.

Of course, if this keeps up, it likely will be.

EF Education First Puts PR First in Boston Globe Ad

October 2, 2017

From our Local Dailies DisADvantage desk

Some of you splendid readers might be scratching your heads over this full-page ad in today’s Boston Globe.



EF is Education First North America, which loves the Massachusetts Department of Conservation and Recreation for millions of very good reasons.

To wit:

EF Education First Breaks Ground on Third Building in Cambridge, Creating International Education Campus Along Charles River

Massachusetts Governor Charlie Baker and many Commonwealth and City of Cambridge leaders today joined EF Education First North America CEO Dr. Edward Hult to break ground on the company’s third new building in Cambridge’s North Point neighborhood, which will result in the creation of 300 new jobs, acres of new public parkland and recreational amenities, and a new permanent operations and maintenance facility for the MA Department of Conservation and Recreation (DCR).


The press release also notes this: “In 2014, the Massachusetts State Legislature unanimously passed special legislation allowing EF to acquire a 125,000-square-foot parcel of land owned by DCR and MassDOT for $20.4 million USD, which previously housed a temporary maintenance facility for DCR. The proceeds from the land sale will fund the construction of a permanent maintenance facility for DCR on one portion of the parcel, which represents an important unmet Big Dig mitigation obligation.”


But wait, there’s more – this item ran in the Business section of today’s Globe, a sort of gift-with-purchase.



Interesting that the press release didn’t mention the $31 million state handout, but, hey, you can’t have everything.

Crosstown at the Boston Herald, however, they pretty much can’t have anything. Education First might love the DCR, but it doesn’t care a fig for the thirsty local tabloid, presumably on the assumption that Herald readers aren’t interested in language classes and overseas education trips.