State of the Cuisinart Marketing in the Boston Dailies

June 5, 2018

It’s not as if the Boston Globe and the Boston Herald have stuck advertising and editorial into a blender and hit puree. But they’re getting closer. Take, for example, today’s editions of the local dailies.

Here’s page 23 of today’s Herald.

 

 

What we have here is a half-page ad for Parker Professional Driving School right beneath an article about the school with this sort-of byline.

 

 

So, from all appearances, Parker paid for roughly five-sixths of the page but only half of it is clearly an ad. About a week ago there was a similar aditorial in the Arts section of the stealthy local tabloid.

 

 

(To be clear graf goes here)

To be clear, transparency is the responsibility of the media outlet, not the advertiser. Here’s how the aditorial dance works: The less it appears to be an ad, the better it is for the advertiser, since the content can bypass the consumer’s factory-installed skepticism about advertising. As the hardreading staff has previously noted, the trend at the Herald is definitely toward minimal transparency.

Crosstown at the Boston Globe, the $tately local broadsheet has allowed a marketer to get to second base with Love Letters columnist Meredith Goldstein. As we previously noted, ever since April the column has been leased out to – sorry, presented by – the Kripalu Center for Yoga and Health. Today, the relationship got even chummier.

 

 

(To be clear graf #2 goes here)

To be clear, there’s no stealth involved in this pairing – it’s all entirely transparent. But there’s a growing monetization of editorial content occurring at the Globe (see here and here) that brings to mind the term “slippery slope.”

Watch this space.

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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.