Herald Moves to Hill, Holliday

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 percent to 166,892 in 1999, according to the Audit Bureau for Circulation. The Globe’s numbers dipped, too, from 470,265 to 462,850 weekdays; and from 751,022 to 730,348 on Sundays for the same period.
The Herald has recently relied on freelance creative director Stu Cooperrider for its creative efforts, and Cooperrider will continue to create ads for the separately operated online initiative, Jobfind.com.
How much the Herald will spend is still in question. “We haven’t committed to a budget,” said publisher and owner Pat Purcell. “We need to build awareness and visibility for the paper” while targeting some suburbs for penetration.
This marks the first time the Herald has worked with Hill, Holliday, which created numerous award-winning campaigns for the Globe while agency of record from 1978 to 1993.
“Hill, Holliday is one of the top agencies in the country. We wish them well” with the Herald, said Jeff Flanders, vice president of promotions and marketing for the Globe, now a client of Holland Mark Edmund Ingalls, Boston. The Globe will likely trumpet its redesign, to be completed in the fall. No firm ad plans have been made, Flanders said.
Globe spending last year was barely $1 million, per CMR, though that does not take into account direct marketing efforts, which have been emphasized during Holland Mark’s tenure on the account. K