The Boston Herald last week launched a $2 million multimedia effort touting the tabloid's redesign, which hits newsstands today.
Its biggest advertising push yet, the campaign promotes the newspaper's cleaner look and added features, while reassuring readers it will retain its sports, lifestyle and news coverage. The tagline: "The shortest distance between you and the news."
"It's as aggressive and large a buy as we've ever made," said Boston Herald publisher Pat Purcell, who compared the scope of the campaign to its last big buy, "Boston moves to the Herald" campaign, in 1996.
Created by freelance creative director Stu Cooperrider, the campaign consists of TV spots, radio ads, billboards on major roads around Boston as well as what Purcell termed a "massive" direct marketing push targeting the home delivery segment.
The campaign will run through Thanksgiving and target newspaper readers inside Route 495, Purcell said.
Media buying and planning chores were handled by Independent Media in New York.
The Herald's new look, which is two years in the making, represents a dramatic departure from the black-and-white pages that have graced the scrappy daily paper since its inception 20 years ago.
The redesign includes color photography on the front page and some of the inside pages, smaller headlines, more readable body type and beefed-up graphics that some have likened to USA Today.
In addition, the Herald has added nine advertising-free pages dedicated to local and regional news stories, features and business coverage. Topics such as transportation, education, health, commuting and spirituality will also receive more coverage.
The Herald's circulation is 289,427 during the week and 185,626 on Sunday. Its nearest competitor, The Boston Globe, boasts circulations of 472,696 and 748,726.