The Boston Globe - Optimistic or Desperate?

After hearing rumors a month or so ago that the Boston Globe was going to close, and after their April 4th article explaining how the NYT Company threatened to shut them down unless the unions agree to make concessions, I can't say I was surprised to see this commercial start popping up during recent Red Sox games.

Dan Kennedy of Media Nation quoted a source inside the Globe (from April 4):

...the Globe will launch a new brand campaign that reinforces the value of the Globe's journalism among our core readers. A TV commercial showcases the Globe's award-winning photography while focusing on the compelling stories found in the Globe. The spots (60 sec. & 30 sec.) will initially run on NESN during the highly rated Red Sox games. More than 24 print ads were created to run in the Globe and Metro. On-line ads will run on Boston.com. The campaign also has a Web page with all the creative where readers or advertisers can find more information. The entire campaign was conceived and executed internally by our marketing and creative services teams.

Obviously, the Globe has to do SOMETHING to save the sinking ship. But is this move desperation or optimism? (Dan Kennedy calls it "The Globe's oddly timed ad campaign")

Sure, they're compelling ads and we all appreciate the message. The hometown paper gives you stories that matter in your life, reports of people you care about in your neighborhood, and keeps you connected in the local community. It's a feel-good campaign that just oozes a "We know what you want to read because we live here, too" sentiment. How could you NOT appreciate that feeling and want to stand behind the Globe?

Well, here's one reason - The Globe and Herald just announced that single-copy prices are going up. Sure, it's not much (25 cents on weekdays and a dollar on Sunday), but for a struggling paper that's looking for a strong local backing to keep it afloat, raising prices for the locals is not going to sit well.

Stay tuned for more updates....


(Courtesy of Media Nation and Boston Globe)