Boston Globe Looks for Subscribers . . . in the Herald

April 9, 2021

Well the hardreading staff was clicking through the Boston Herald’s E-Edition at our usual brisk pace when what should we come across but this.

 

 

Wait, what? The stately local broadsheet has taken to the feisty local tabloid to goose its circulation?

Get. Out.

The Globe’s virtual slumming comes at an interesting crisscross(road) for the paper, as illustrated by this graph from the Boston Business Journal.

As the BBJ’s crack managing editor Don Seiffert wrote last winter, it’s always smart to follow the money.

The Globe’s digital circulation has been the envy of regional daily newspapers nationwide in the past couple of years. It was one of the first papers in the nation to have more online subscribers than print ones last year.

The Globe has also raised its print prices to as much as $1,300 a year for some weekday subscribers, which may have accelerated the switch from print to digital. Some have even speculated that forcing readers to switch to online-only, thereby saving the business money, may be an intentional strategy.

Here’s a question, though: How does it make sense to trade a (potentially) $1300 a year print subscriber for a $360 a year digital subscriber? Not to mention, those departing print subscribers mean reduced print ad revenue as well.

Asking for a friend.

Meanwhile, the redoubtable Dan Kennedy at Media Nation provided this update on the Globe’s Fall 2020 circulation numbers, which included roughly 220,000 digital-only subscribers.

Paid print Friday circulation was down to 81,579 as of early September, lower than the 12-month average by about 1,500. A similar slide was reported in the publisher’s statement that appeared on Sunday: print circulation was 139,307 as of Sept. 6, down nearly 10,000 from the 12-month average.

But, Kennedy also notes, “Like many papers, the Globe has been signing up new subscribers at a steep discount. The challenge will be holding onto them once they are asked to re-up at the full rate of $30 a month.”

Which, as best we can tell, is the highest digital subscription rate – by far – of any major metro newspaper in the country.

That’s a whole nother challenge.

Meanwhile, the thirsty local tabloid is downright parched these days, as the BBJ’s Don Seiffert noted several months ago.

The Herald, owned by Denver-based MediaNews Group since March 2018, said in a filing with the Alliance for Audited Media that its total weekday print circulation over the six months from April to September [of 2020] averaged 24,540 per day. That’s down from 34,219 in the same six month span in 2019 — a 28% drop in a single year.

Even more knee-buckling: “Over the six months from April to September [of 2020], single-copy sales of the Herald averaged 12,619 per day, according to the filing. Last year, the average from April to September was 21,331 — a 41% drop.”

Even more knee-buckling: The Herald’s digital subscriptions at the same time were somewhere south of 10,000.

So any advertising revenue is welcome at the scrawny local tabloid – even from the hately local broadsheet.


Boston Herald Quarantined From Full-Page COVADS

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.


Juul’s Vape-and-Switch of Boston Herald in Ad Blitz

June 12, 2019

As the hardreading staff has previously noted, Juul Labs  – the company that owns 75% of the e-cigarette market – has locally run ads like these exclusively in the Boston Herald.

 

 

 

Now, though, faced with numerous lawsuits, Juul Labs is in Defcon 2 as our kissin’ cousins at Campaign Outsider have deftly noted, not to mention this piece by Lachlan Markay and Sam Stein in The Daily Beast.

Juul Spins Vaping as ‘Criminal Justice’ Issue for Black Lawmakers

The company has embarked on a massive lobbying campaign designed to reach the Congressional Black Caucus.

The vaping industry’s unrivaled leader, Juul, is making a huge push to ingratiate itself with America’s communities of color, hoping that doing so will win it critical allies within the Democratic Party who can help it navigate a high-stakes legislative and regulatory minefield.

The company has hired lobbyists and consultants with deep ties to prominent black and Latino lawmakers, steered money to congressional black and Hispanic caucuses, and made overtures to leading civil rights groups. It has enlisted the services of a former head of the NAACP, a board member of the Congressional Black Caucus’s political arm, and the Obama White House’s top civil rights liaison. And it’s sought the support of National Action Network chief Rev. Al Sharpton.

 

Two Daily Town rule of thumb (pat. pending): Whenever Al Sharpton is involved, kindly walk – do not run – to the nearest exit.

Given all that, Juul has now embarked on a full court press of full-page ads in the New York Times, Wall Street Journal, and Boston Globe.

But not the Boston Herald.

Your condolences for the thirsty local tabloid go here.


Stop & Shop to Boston Herald: Eat Your Heart Out

April 14, 2019

Now that the Teamsters have gone out in sympathy with the nearly 31,000 Stop & Shop workers who went on strike three days ago, management is apparently looking for some sympathy of its own. Thus, this full-page ad in today’s Boston Globe.

 

Here’s their website if you want more of management’s side. One thing they do not address is why they didn’t run the ad in the Boston Herald.

Afraid the readership is too union-friendly and an ad addressed to them would be a waste of money? Or just oblivious to the thirsty local tabloid, like so many others in this town.

Whatever, let’s hope those readers stop shopping at Stop & Shop. For good.


MA Treasurer Didn’t Stiff Herald on Lost Property List

March 4, 2019

As the hardreading staff pawed through yesterday’s Boston Globe, we came upon this “Notice of Names of Persons Appearing to be Owners of Unclaimed Property” – a 54-page free standing insert produced by the Office of the State Treasurer and Receiver General.

It’s the state’s semi-annual list of tens of thousands of people who might have unclaimed funds in the possession of the Massachusetts Treasury.

 

 

Not to get technical about it, but that’s no Amy – as far as we can tell it’s the very talented local actress Celeste Oliva, about whom our kissin’ cousins at Campaign Outsider have written several times.

Regardless, imagine our total lack of surprise when we turned to the Boston Herald and found – no unclaimed property list in the thirsty local tabloid. Free standing insult.

So we called the office of Treasurer Deborah Goldberg to ask why she skipped the Herald, whose readers are for the most part a) Massachusetts residents, and b) easily as forgetful as Globe readers.

Deputy communications director Emma Sands was kind enough to straighten us out: The insert will run in the Herald this coming Sunday; this is the second time the Treasurer has run the insert in the two Boston dailies on consecutive Sundays; and the insert will run in a variety of regional papers in the coming weeks.

Office of the Treasurer: An equal-opportunity advertiser.

P.S. The hardsearching staff did not find its name on the list, alas.


National Grid Gives Globe the Ad, Herald the Air

November 13, 2018

From our ever-expanding Local Dailies DisAdvantage desk

The four-month National Grid lockout of over 1,200 union gas workers has not only cost the state 1) millions in lost tax revenue and 2) more than $13 million in unemployment benefits according to this WCVB report, it’s also cost the company tens of thousands of dollars for this full-page ad in today’s Boston Globe.

 

 

(Gas Workers Must Be Nuts graf goes here)

Something the ad failed to note: There’s movement at the State House to “force National Grid to restore health benefits to all locked out workers until contract talks are resolved,” according to WCVB’s report. That could ratchet up the cost of the lockout for the gas company.

Something National Grid failed to note: There are two dailies in this town. Boston Herald readers also have a nickel in this quarter. Time to give the thirsty local tabloid some love, eh?


Musicians Note Mistreatment in Plea to Josh Groban

November 9, 2018

Chalk one up for the thirsty local tabloid.

The multi-talented Josh Groban is coming to town, as Isaac Feldberg’s interview with him in today’s Boston Globe informs us.

“Bridges” is a fitting title for Josh Groban’s latest album, considering how many he has crossed in recent years . . . [S]etting out on a nationwide arena tour this fall in support of “Bridges” — with Tony-winning “Wicked” star Idina Menzel opening — feels to Groban something like slipping into a familiar old suit and discovering it still fits him neatly. Ahead of the “Believe” singer’s TD Garden stop Friday, Groban spoke from his Los Angeles home — where he was happily savoring the last days of a much-needed “staycation” with his longtime canine companion, Sweeney — about how the recent side ventures informed one of his most dynamic discs to date.

 

Not so sunny-side-up, however, is this full-page ad from today’s Boston Herald.

The We-Get-Peanuts graf:

From his Twitter feed, at least, it seems Groban can’t imagine any of it. (Don’t bother checking the Boston Musicians Twitter feed – it has all of three followers.)

If any of you splendid readers goes to the Groban shindig tonight, let us know how the vibe onstage is, wouldya? We’re guessing not too harmonious.


Los Angeles Dodgers to Boston Herald: Drop Dead

October 31, 2018

In an apparent attempt to demonstrate that they’re not sore losers, the LA ball team bought page 3 of today’s Boston Globe to run this ad.

 

 

The sure loser? The Boston Herald. Dem Bums gave the thirsty local tabloid an intentional pass.

And it wasn’t just LA that gave the Herald the air. The island of Aruba also ran a Globe-only ad today.

 

 

The tagline: One Happy Island.

Just like One Happy Daily.


Columbia Gas: No One in Lawrence Reads the Herald

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.


Ads in Boston Dailies Drive Facebook Clustertruck

August 17, 2018

Of course it’s a glorious day in Boston media when anyone decides to run a full-page ad in both local dailies, given how often the thirsty local tabloid is overlooked by marketers.

So mark today on your calendar, since this ad appears in both the Boston Globe and the Boston Herald.

 

 

 

Apparently, the best part of Facebook is located here.

 

 

The obvious question is, what the truck is that?

Fortunately, Fitchburg Sentinel & Enterprise reporter Cheryl Cuddahy explains in this piece.

Like a good food truck? You’re in luck

Rolling hills and vistas are your view as you unplug for a while and enjoy food of every style and culture at the second annual Clustertruck Food Truck Festival coming to Lancaster [next week].

More than 25 food trucks and 35 mobile businesses from around New England will converge on Kalon Farm to serve, fresh, locally sourced foods and to sell their artisan crafts.

The Clustertruck Food Truck Festival will be celebrated Saturday, Aug. 25, from noon to 6 p.m., at Kalon Farm, scenically located at 339 Seven Bridge Road, Route 117.

 

The festivities will include food, wine, artisans, and contributions to local charities. What’s not included is Facebook’s connection to the event beyond this one sentence: “For more information on The Clustertruck Food Truck Festival, visit www.theclustertruck.com or find the festival on Facebook.”

So we trundled over to the Clustertruck website but we still don’t get why Facebook is spending tens of thousands of dollars to advertise that particular festival. Business Insider ran this piece in April about Facebook’s Here Together campaign in the wake of the Cambridge Analytical scandal, but so far at least, we can’t find anything on Get Together.

Truck us, eh?