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INNOVATOR OF THE YEAR

BOSTON HERALD
MEDIA KIT 2017
BOSTON HERALD
A COMPLETE EXPERIENCE
PRINT, RADIO, DIGITAL, VIDEO, SOCIAL MEDIA, MARKETING, CONTENT AND SOCIAL SOLUTIONS
The Boston Heralds integrated strategy provides its consumers with a broad
spectrum of platforms to fully immerse themselves in our content in real time.
The Heralds approach with our advertising partners is consultatory. Our strategy
is simple: dive deeply into the business and, with a clear understanding of the
companys goals and needs, create a custom plan using our assets that best fit.

PRINT DIGITAL
Reaching 563,800 2.5 million monthly
consumers weekly unique visitors

MOBILE
PINPOINT Redesigned for easy
navigation and sharp
Highly targeted
presentation
email database

SOCIAL
PROGRAMMATIC
2.7 million combined
One stop shopping weekly users on
across our platforms Facebook and Twitter

RESEARCH + INSIGHTS
FEATURED CONTENT
Consumer focused
Control the message
market/lifestyle trends;
with this powerful
data analysis
marketing solution

VIDEO EVENTS
Brand experiences Targeted, customized,
embedded on premium RADIO
intimate gatherings to
position on web Efficient and effective showcase your brand
method to accomplish
your marketing goals

2 comScore Nov 2016; Nielsen Scarborough Boston Release 2 2016, Boston DMA Plus.
 CONSUMER + MARKET PROFILE
VT NH ME
BOSTON DMA PLUS
Northwood
HERALD READERSHIP

Daily 262,600
Hillsborough Deerfield
Nottingham
Windsor

Newington
Deering Weare
Newmarket Portsmouth New Castle
Candia

Sunday 256,600
Antrim Epping
Raymond Newfields Greenland
Bennington Goffstown Stratham Rye
Francestown Fremont Brentwood Exeter
Auburn
Hancock New Boston North Hampton
Manchester Chester
Sandown Hampton Falls
Bedford Hampton
Greenfield Danville East Kingston
Mont Vernon Kingston Kensington
Lyndeborough
Peterborough Derry
Hampstead South Hampton Seabrook
Amherst Merrimack Londonderry
Newton

HERALD CIRCULATION
Plaistow Amesbury Salisbury
Litchfield
Temple Wilton Atkinson
Sharon Milford Merrimac
Newburyport
Windham
Salem West Newbury
Haverhill
Mason Newbury
New Ipswich Greenville Hudson
Brookline Hollis Nashua Groveland
Pelham

Daily 66,262
Methuen
Georgetown
Rowley
Lawrence
Dracut
Boxford Ipswich
Royalston Ashby Dunstable Tyngsborough
Townsend Pepperell
Winchendon Ashburnham North Andover Rockport
Andover

Sunday 64,246
Lowell Topsfield Essex Gloucester
Hamilton
Groton Tewksbury
Westford Chelmsford Middleton Wenham
Fitchburg Lunenburg Manchester-by-the-Sea
Athol Templeton Gardner Shirley Wilmington North Reading Danvers
Ayer Beverly
Phillipston Westminster Billerica
Reading Peabody
Littleton Carlisle Lynnfield
Leominster Salem
Harvard Burlington
Wakefield Marblehead
Boxborough Bedford Woburn
Hubbardston Acton Saugus Lynn
Lancaster Swampscott
Winchester
Princeton Concord Melrose
Petersham Lexington
Sterling Bolton

DIGITAL
Nahant
Stow Maynard Lincoln Malden
Barre

(NOVEMBER 2016)
Clinton Arlington
Waltham Everett Revere
Hudson Sudbury Belmont
Rutland Berlin Somerville
West Boylston Weston Winthrop
Hardwick Oakham Holden Wayland Watertown
Boylston
Marlborough
New Braintree Northborough Newton Brookline
Paxton Welles ley
Framingham

Unique Visitors 2.5 Million

Boston
Worcester Shrewsbury Natick
Southborough Needham Hull
North Brookfield Westborough
West Brookfield Ashland Quincy
Spencer Dover Dedham
Leicester Milton Cohasset
Hopkinton Sherborn Hingham
East Brookfield Westwood

Total Visits 8.1 Million

Warren Grafton Braintree Scituate
Brookfield Auburn Millbury Holliston Weymouth
Upton Medfield Norwood Canton

Milford Medway Holbrook

Millis Walpole Norwell
Rockland
Charlton Oxford Sutton Northbridge Stoughton
Hopedale Avon
Norfolk Abington Hanover

Pages Viewed 21 Million

Sharon Marshfield
Sturbridge Mendon Franklin
Brockton Whitman Pembroke
Bellingham
Southbridge
Dudley Webster Uxbridge Foxborough Hanson
Douglas Wrentham Duxbury Provincetown
Blackstone Easton East Bridgewater
Millville

Desktop vs. Mobile 51% vs. 49%

Plainville Mansfield Truro
West Bridgewater
Halifax
Kingston
North Attleborough Bridgewater
Norton Plympton
Attleboro Raynham
Taunton Wellfleet

Middleborough Carver Plymouth

Seekonk
Rehoboth Lakeville
Dighton Eastham
Berkley

RI
Freetown Orleans
Swansea Rochester Wareham
Brewster

CT
Somerset
Warren
Acushnet Marion
Bourne Sandwich Dennis Harwich
Fall River Chatham
Mattapoisett
New Bedford Yarmouth
Barnstable Town

Fairhaven
Dartmouth Mashpee

Westport Falmouth

Gosnold
Tisbury
Oak Bluffs
West Tisbury

Edgartown

Chilmark
Aquinnah
Nantucket

BOSTON HERALD MARKET

7th largest market in the country

Worlds largest concentration of colleges and universities
Highest educated workforce in the country
Premier patient care center in the world and the largest center of health research in the country
Massachusetts small businesses rank #1 per capita in the U.S.

AAM 2016 Q4, includes print & digital replica; comScore Nov 2016; Google Analytics Nov 2016; Nielsen Scarborough Boston
Release 2 2016, Boston DMA Plus; The Massachusetts Alliance for Economic Development 2017.
 BOSTON HERALD DELIVERS YOUR PRINT AUDIENCE
INCREASE IN DAILY HERALD READERS LIFESTYLE CHARACTERISTICS
Daily Herald readers have increased by +9%, while
Daily Globe readers have decreased by -8% vs. last year. +74%
Daily Herald readers are +74% more
likely than the market average and
one year trend +42% more likely than Daily Globe
readers to have sold their house, condo
-50000-40000-30000-20000-10000
-50000 0 10000
-40000-30000 20000
-20000 300000
-10000 +20,800 Daily30000
10000 20000 Herald or co-op in the past 12 months.

Daily Globe -40,800

-50000-40000-30000-20000-10000 0 10000 20000 30000 +38%

Daily Herald readers are +38% more
Year over year percent trend of Daily Herald likely than the market average and
& Daily Globe readers by demographic +21% more likely than Daily Globe
readers to have started their own
DH business in the past 12 months.
Demographic DH % DG %
Advantage
Age 25-54 +16% -8% +24%
Women +38% -9% +47% +35%
Employed
0 5 full-time
0 10 5 15 10 20 +29%
15 20 -10% +39% Daily Herald readers are +35% more
likely than the market average and
White collar +21% -12% +33%
+19% more likely than Daily Globe
readers to have a child in college.
-50000-40000-30000-20000
-50000
-10000
-40000-30000
0 10000
-20000
20000
-10000
300000 10000 20000 30000
Blue collar +43% +4% +39%

0 5 10 15 20

AVERAGE INDIVIDUAL EMPLOYMENT INCOME

0 200000 0 400000200000 600000400000 800000600000 1000000800000 1000000
MORE LIKELY THAN THE MARKET AVERAGE
Daily Herald readers are more active consumers than
the market average in the
-50000-40000 following
-30000-20000-10000categories:
0 10000 20000 30000
$68,700 $65,700
0
Daily Herald 30000 0 60000 30000 90000 60000 120000 90000
Market 150000120000 150000

0 200000 400000 600000 800000 1000000 % over market average

Plan to buy or lease a

vehicle, next 12 mos +16%
0 5 0 10 5 15 10 20 15 20

AVERAGE MARKET VALUE OF OWNED HOME Spent $500+ on clothing,

past 12 mos +11%
0 30000 60000 90000 120000 150000

HH has investments +10%

$500,300 $429,700
Plan to buy furniture, +9%
Daily Herald Market
0 200000 0 400000200000 600000400000 800000600000 1000000800000 1000000

next 12 mos

HH has second home or +7%

real estate property

0 30000 0 60000 30000 90000 60000 120000 90000 150000120000 150000

0 5 10 15 20

4 Nielsen Scarborough Boston Release 2 2016 & 2015, Boston DMA Plus.
 BOSTONHERALD.COM DELIVERS YOUR DIGITAL AUDIENCE
HIGHER HOUSEHOLD INCOMES BOSTONHERALD.COM AUDIENCE PROFILE
BostonHerald.com visitors within the Boston DMA BostonHerald.com reaches a wide array of
0 are10 more
20 40 10 50 20 60than
30 0 likely the
30 70 40 80 50 market
60 70 80 average to attractive, high-earning, educated households.
have the following household incomes:
Demographic # visitors
Age 25-54 1,199,300
% over market average HHI $100K+ 1,271,300

HHI10$75K+ HHI $75K+ 1,695,900

0 20 30+15%
0 4010 5020 6030 7040 8050 60 70 80

College degree 1,474,900

HHI $100K+ +37% Own home 1,623,900
Rent/other 653,000
HHI $150K+ +64%
HH with children 829,300

Demographic % increase vs. last year *

0 10 20 30 40 50 60 70 80
Women +64%
0 10 020 10
30 20
40 30
50 40 50

AVERAGE HOUSEHOLD INCOME Age 25-54 +33%

HHI $100K+ +37%
College graduate +29%
$107,500 $89,400 Employed full-time +28%
0
BostonHerald.com
50000
0 50000
100000 100000
150000
Market
150000
200000 200000 Own home +32%
0 10 020 1030 2040 3050 40 50

HH with children +24%

0 200000 0 400000
200000 600000
400000 800000
600000 1000000
800000 1000000

AVERAGE MARKET VALUE OF OWNED HOME MORE LIKELY THAN THE MARKET AVERAGE
0 50000
0 50000
100000 100000
150000 150000
200000 200000
BostonHerald.com visitors within the Boston DMA
0 10 20 30 40 50 are more active consumers than the market
$526,700 $429,700 average in the following0 categories:
10 20 30 40 50 60 70 80
0
BostonHerald.com
200000 0 400000
200000 600000
400000 800000
600000
Market
1000000
800000 1000000

% over market average

Spent $500+ on clothing,
past 12 mos +43%
0 50000 100000 150000 200000

BOSTON HERALD MOBILE APPS Plan to make home improvements, +28%

next 12 mos

NEWS APP 0 200000 400000 600000 800000 1000000

Spent $5,000+ on last vacation, +24%
past 12 mos
UNIQUE USERS VISITS
Plan to buy or lease a +19%
44,000 686,000 vehicle, next 12 mos

HH has investments +16%

SPORTS APP
UNIQUE USERS VISITS
19,000 270,000

0 10 20 30 40 50

comScore Nov 2016; Nielsen Scarborough Boston Release 2 2016 & 2015, Boston DMA Plus; Quantcast Nov 2016; *within the Boston DMA 5
BOSTON HERALD EXCLUSIVE AUDIENCE
REACH LOYAL DAILY HERALD READERS
75% or 197,800 read the Daily Herald and not the Daily Globe.

262,600 Daily Herald Readers

Exclusive Duplication

0 50000 100000 150000 200000 250000 300000

197,800 Readers 64,700 Readers

0 50000 100000 150000 200000 250000 300000

2016 VS 2015 INCREASE

0 50000 0 100000
50000 150000
100000 200000
150000 250000
200000 300000
250000 300000

Daily Herald exclusive audience

2016 197,800
Daily Herald Exclusive Audience Increase
+36,100 readers or +22%
0 2015
50000 100000161,700
150000 200000

0 50000 0 100000 50000

150000 100000
200000 150000 200000
0 50000 100000 150000 200000

While the Daily Herald exclusive audience increased by +36,100 or +22%,

the Daily Globe exclusive audience decreased by -25,500 or -6% vs. last year.

MARKET AVERAGE OF OWNED HOME Year over year percent trend of Daily Herald
exclusive audience readers by demographic
Exclusive Herald readers average value of their homes
is greater
0 5 100
than
155
the2010market
2515
average
3020 25
by
30
+$51,900. Demographic # increase % increase
Women +38,300 +75%
0 5 10 15 20 25 30
Age 25-54 +26,100 +45%
Employed full-time +38,600 +61%
$481,600 $429,700 White collar +29,800 +63%
0
Exclusive Herald
200000
0 400000
200000 600000
400000 800000
600000
Market
1000000
800000 1000000
Blue collar +10,700 +34%
0 5 10 15 20 25 30
HH with children +9,200 +25%
0 200000 400000 600000 800000 1000000

6 Nielsen Scarborough Boston Release 2 2016 & 2015, Boston DMA Plus.

0 200000 400000 600000 800000 1000000

ADVERTISING OPPORTUNITIES
INNOVATIVE
ADVERTISING
CYCLE
PREMIUM ADVERTISING OPPORTUNITIES
PRINT
WEDNESDAY, OCTOBER 26, 2016 BOSTON HERALD, PAGE 56
-AAA-
PARADE GUIDE INSIDE
Fire up the
duck boats! TUESDAY, FEBRUARY 7, 2017 $1.50 ($2 oUTSiDE mETRo BoSTon)
Horfords game
centers on giving
Cs best shot to win
not
about
sweetest one
pats bring home the
numbers
Staff Photo by NicolauS czarNecki
Front Page Strip Back Page Strip
t police reveal
-AAAAA-
INNOVATOR OF THE YEAR
retirees pay
By CHRIS CASSIDY and MATT STOUT
SUNDAY EDITION SEPTEMBER 18, 2016 $2.00 Secretive T police pension
bosses finally unlocked their list
of annual payouts to retirees yes
Intentional Manhattan explosion injures 29, one serious
terday after stubbornly defying a
court order, Herald public records
requests and even calls from the
Baker administration for trans
parency.
The longawaited tally from the
MBTA Police Association Retire
ment Plan comes as more tax
payer help is being sought. High
lights include:
Former MBTA Transit Police
Chief Paul S. MacMillan, who re
tired in November 2014, topped
the list with an annual retire
ment benefit of $119,700. He was
the only retiree with a sixfigure
amount.
Former Deputy Chief Lewis
Best, who retired in December
2013, was second on the list with a
pension of $94,737.
Blast rocks NYc
WILLIAM EDWARDS/AFP/GEtty IMAGES
Front Page Marquis Page 3
THE
Taxpayers on hook for cost
See the full T police
pension list today at
bostonherald.com.
The longest continuous pen
sion belongs to a T officer who
has been receiving benefits since
he retired on July 1, 1986. His an
nual pension is $13,276.
MacMillan and Best did not re
turn messages seeking comment
yesterday.
Greg Sullivan, the research direc
tor at the Pioneer Institute, said the
bigger issue is the unfunded liabil
ity of the system, which taxpayers
are also on the hook for.
Beyond the numbers on that
sheet, the MBTA riders and the
taxpayers owe another $92 mil
lion for the MBTA police pension
system, said Sullivan. They also
For our marketing partners, todays Herald
offers true multi-media engagement, in real
time and across all platforms. A radio
appearance gets your message out in your
own words and branding, the audio and
video embedded on the web, the power
of a sponsored Q + A in print and links
sent out far and wide on social media it
all adds up to an integrated experience
with unique solutions that enhance your
investment with the Boston Herald.
DIGITAL
staff photo by matt west
staff photo by
john wilcox
net
Loss
For
bruIns
InsIde today:
L player capsules
L color schedule
L staff predIctIons
IndIans
blank
cubs In
game 1
Homepage Takeover Mobile
3
owe $830 million for the regular c y
pension system. and
The police retirement fund had final
fiercely fought efforts to make ly di
public its pension payroll, even vulged
though taxpayers spent $2.3 mil the pen
lion on the system in 2015. Tax sion infor
payers are projected to have to mation,
shell out 25 percent more than kicking and
that a total of $2.9 million screaming
next fiscal year. the entire way.
We are pleased that the PARP The fund
has taken this first step toward a denied requests
more transparent operation, and from both the
we hope they will move quickly Herald and Sec
toward full compliance with the retary of Trans
open records law that Governor portation Stephanie
Baker recently enacted, MBTA Pollack for the public
Chief Administrator Brian Short release of the informa
sleeve said in a statement. tion in March 2015.
The retirement fund has oper The funds executive
www.bostonherald.com
ated under an unusual cloud of director, Sidney Chase,
secrecy for a taxpayerfunded agen declined to comment.
Thursday, June 16, 2016
Homepage
Sliding Billboard
BOsTOn heraLd
7
MULTIPLATFORM SAMPLE CAMPAIGN
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RADIO PRINT
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ing their officers to act as im- training, and this is a real tation process. They are Q: Is this something that Obama administration has by saying its not just going
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Radio Q+A in
Print + Digital
MEDIA PROWLER TRACKING REPORT 2014
Section Lead Spread

MY EMAIL CAMPA MEDIA PROWLER TRACKING REPORT 2014

MEDIA PROWLER TRACKING REPORT 2014

Social Media Promotion

CLIENT NAME
MY EMAIL CAMPA Statist

DIGITAL EMAIL Nissan 24/ Chrysler Ordered: qua

Opens: num

Jeep
CLIENT 24 - 5/21
CLIENT NAME
NAME
Clicks: num
Open toStatist
Statist
Order: ema
(Aver
ad unit Click to Order: ema
Nissan
Nissan 24/
24/ Chrysler
Chrysler
Ordered: (Aver
qua
Ordered: num
Unsubscribes:
Opens:
qua
num
Opens: num

Jeep 24 - 5/21
Jeep 24 - 5/21
Clicks:
Clicks:
Open to Order:
Open to Order:
num
num
ema
ema
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Click to Order: (Ave
ema
Click to Order: ema
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Unsubscribes: (Ave
num
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ORDERED Opens Clicks Open to ORDER Click to

30,000 1,677 168 5.59% 0.56
ad unit ORDERED
ORDERED Opens
Opens Clicks
Clicks Open
Open to
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30,000 1,677 168 5.59%
5.59% 0.56
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1,677 Pinpoint Opens - Email & Snail Mail List

EMAIL FIRST NAME LAST NAME ADDRESS CITY ZIP

lalexander@comcast.net LEONARD ALEXANDER 7 COLGATE WAY CANTON 02021
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amorusor@aol.com ROBERTA AMORUSO 10 ROYALL ST CANTON 02021
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mdoug587@aol.com MIKE DOUGLASS 85 S MAIN ST SHARON 02067
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ltajames@uslabs.us LATOYA JAMESON 17 HAMPSHIRE ST MANSFIELD 02048
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mancinibrothers@baystate.com BRAD MANCINI 21 JONATHAN DR BROCKTON 02301
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tbaristaobrien@reiser.com TRACY O'BRIEN 159 GREEN ST FOXBORO 02035
megzabs@microsoft.com MEGHAN ZABLOWSKY 6 HAMPSHIRE ST MANSFIELD 02048

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8
 BOSTON HERALD RADIO
With a guest list the envy of terrestrial radio stations in New England and beyond, Boston Herald Radio leads
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THE NEWS CYCLE

T HE
NEW
NE W S C YCL E

FORWARD-LOOKING
NEWSPAPER COVERAGE

The Boston Heralds fully integrated EDITORIAL CONTENT

newsroom uses all of our assets Boston News
Herald Radio, Bostonherald.com, social Opinion
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10
ACKNOWLEDGMENTS

INNOVATOR FITZWATER
OF THE YEAR MEDALLION
FOR
LEADERSHIP

In 2015, the Boston Herald was named Innovator
of the Year by AP Media editors from around
the country for its multimedia newsroom led by our
cuttingedge Boston Herald Radio platform. The award
recognized the vast reach, high impact and solid
credibility of our integrated content. And weve been
on a roll ever since!
Describing him as a disruptor in the media
industry whose source of success is reaching both
new markets and providing alternatives to the existing
print paper, Andrew H. Card Jr. congratulates Herald
Editor in Chief Joe Sciacca after he was presented the
Fitzwater Medallion for Leadership in Public
Communication. Card is the president of Franklin
Pierce University and former White House chief of staff
under President George W. Bush.

Honored by the
North American
Snowsports
Association with
the 2017 Mitch
Kaplan award
Moira McCarthy, Boston Herald
for Excellence Ski and Travel reporter

in Snowsports
Coverage.

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