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.

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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.


Boston Herald Hoodwinks Readers with Ad-itorial

March 9, 2016

The Boston Herald has never been shy about mixing promotion and news content, as the hardreading staff has routinely noted. But the stealthy local tabloid is getting bolder and sneakier about it at the same time.

Page 10 of today’s edition:

 

Screen Shot 2016-03-09 at 12.54.45 PM

 

Notice especially what’s discretely tucked away upper left.

 

Screen Shot 2016-03-09 at 12.55.18 PM

 

Obviously, U.K.-based intimate apparel retailer Rigby & Peller bought a twofer from the Herald: that print piece and an interview on Boston Herald Radio, a streaming audio service that up to dozens of people hear each day.

(The dicey local tabloid did much the same for the Massachusetts State Lottery last month, renting out both radio and print for a Frosty Cashword promotion.)

(To be fair graf goes here)

To be fair, the Q&A is labeled Sponsored Content, as is the website version. But . . . on the Herald homepage it is not labeled.

 

Screen Shot 2016-03-09 at 11.12.43 AM

 

We’re guessing the radio interview wasn’t tagged as a paid promotion either. So awkward.

Not to mention convenient.