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Tabloid Commits to Fall Campaign; Rival Globe Targets Youth
BOSTON–Look for the rivalry between New England’s largest daily newspapers to heat up this fall as the Boston Herald launches a branding campaign through newly hired Hill, Holliday, Connors, Cosmopulos, and market leader The Boston Globe unveils a major redesign.
The tabloid Herald last week hired Hill, Holliday to develop an advertising strategy to stem the daily newspaper’s circulation decline. Its Monday-Friday circulation dropped 5.5 percent from 271,433 in 1998 to 256,422 in 1999, while Sunday dipped 5.8
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