Finally! ADvantage Goes to Boston Herald!

February 18, 2016

As the hardreading staff has noted many many many times, memorial/institutional/advocacy advertising in the local dailies almost invariably migrates to the Boston Globe – and the Globe alone.

The ad war over demolishing the Prouty Garden at Children’s Hospital, however, is the exception that’s proving the rule.

Last week’s setback for Children’s, in which the Department of Public Health forced the hospital to postpone its plan to replace the garden with a billion-dollar expansion pending a cost study, has seemed only to increase the hospital’s desire to win the battle for public opinion.

Thus, this new full-page ad in today’s Boston Herald.

 

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Unusually, the ad did not run in the Globe. But that doesn’t mean readers of the stately local broadsheet were deprived of Children’s spin du jour. Instead of an ad, they got this op-ed by Sandra Fenwick, president and CEO of Children’s.

 

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Hey – why buy the cow when the milk is free, eh?

Let’s see if the Save the Prouty Garden folks get equal op-ed time.


Ad War Over Children’s Hospital Prouty Garden

February 12, 2016

The year-long dustup over the Children’s Hospital plan to demolish the beloved Prouty Garden to make room for an 11-story, $1.5 billion clinical building has entered a new arena. After losing a bid to have the half-acre of open space given landmark status, the Save Prouty Garden forces have gone the full-page ad route, running this in Tuesday’s Boston Globe.

 

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Close-up:

 

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Apparently that appeal to save the soul of Children’s Hospital was compelling enough to elicit this full-page response from the hospital in today’s Globe – and today’s Boston Herald, a relative rarity for ads like this.

 

 

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No way Children’s wins this PR battle. But the hospital has already won the war.