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EDITORIAL: DIGBOSTON SEEKS ADS FROM COLLEGES & COMMUNITY BANKS

 

Have a connection for us? Drop us a line.

 

Regular readers will recall that my DigBoston colleagues, Chris Faraone and John Loftus, and I love to pull back the curtain on our operations now and again to give our audience a look at how an alternative weekly newspaper like ours runs. The better to connect with the communities we serve.

 

Over time, we’ve gradually covered all aspects of our operation in broad strokes… including advertising. But this week we thought it would be useful to return to that subject. Because although we’ve reviewed our driving need to sell more ads to grow and reach more people, we have not run through the many types of nonprofit and for-profit enterprises that we believe could benefit from partnering with our sales program.

 

It is no surprise that a general interest commercial news outlet will typically get advertising from businesses and institutions that relate to its regular beats. For example, we cover music and we get ads from music venues. It’s also no shock to most that print newspapers like ours cover beats that we rarely get ads from—like film and theater.

 

But we also get ads for products and services that we rarely cover. Say, jet skis and snowmobiles. Given that advertisers are sometimes more concerned about who our audience is than about the text that fills our pages.

 

However, too often they fail to read our media kit—which explains that we have a very diverse audience, most particularly by age group. Thus they may not realize that we serve more than one age bracket. The hot market for the enterprises that advertise in a big college town like Boston is typically young people, 18-30. And we have definitely have a lock on that audience. 

 

That said, we also have an older audience—people in their 40s, 50s, and 60s—who have been fans throughout the entire 21 years this paper has been publishing. So, just looking at our age demographics, one can see that there are all kinds of advertisers that could and should be working with us. Not at all times in every season. But for key periods every year. And our sales and executive staff spend a good deal of time thinking about what sectors those advertisers might come from.

 

We figure there’s no reason to keep such thinking to ourselves. Because we want such advertisers to know that we’re inviting them to talk to us. In planning this editorial, two types of enterprises that we think should be advertising in DigBoston sprang quickly to mind: community banks (especially credit unions and co-operative banks) and universities.

 

There are a number of reasons we think those two sectors are a natural fit. Both serve the community at large, as this newspaper does. Both serve young people, yes, but also older people—although the natural audience for universities skews younger and for banks skews older. Both need to reach this broad demographic basically at all times. But each sector also has unique advertising needs that we think can be well served by this newspaper.

 

Universities are constantly running special programming. Conferences, lectures, seminars, plays, concerts, and sporting events. Much of that programming is aimed at the general public. But not all media are specifically geared to attract that public to events. And very few outlets in the Boston area reach tens of thousands of young people around the city who seek them out to find those events every week. Virtually none are also considered tastemakers in their coverage of arts and entertainment. Risk takers who expressly seek out the experimental, the adventurous, and the bleeding edge—and put them in the public eye. DigBoston ticks off all those boxes.

 

Community banks are looking to advertise in news media that defend and valorize local lifeways. That honor established neighborhood institutions with proven track records of doing right by area residents while always seeking new and interesting additions to the social fabric of their precincts. Future institutions that good banks can nurture. This publication does that with aplomb.

 

So we’d like to ask readers who work for community banks and universities—or who have friends and family that do—to drop us a line with leads about banks and colleges that might be interested in advertising with us at sales@digboston.com. There are many other potential sectors that we’re interested in working with. Readers that have connections to any advertiser that you think might be a good fit should also drop us a line.

 

We thank folks in advance for any leads you can give us. A community newspaper like ours can only survive and thrive with direct support from our audience. Which is why you should know that we will never take our loyal readers for granted.

 

Jason Pramas is executive editor and associate publisher of DigBoston.

EDITORIAL: WHY ADVERTISE WITH DIGBOSTON?

To support independent journalism and beat back marketing propaganda, for starters

 

September 26, 2018

BY JASON PRAMAS @JASONPRAMAS

 

Many people have taken to loudly bemoaning the supposedly sudden arrival of “fake news” since the 2016 presidential election… while becoming belatedly aware of the accompanying slow decline of print newspapers that are—whatever else one might say about them—the beating heart of American journalism.

 

Every other kind of news media owes its existence to these “dead tree” publications. Traditional radio and TV news outlets, and every form of digital news operation on the internet, are all possible because print newspapers—most commercial, some nonprofit—have been fielding thousands of reporters in hundreds of cities for decades. Doing the kind of deep ground-level reporting that makes all the hot (and more often shallow) takes on other media possible.

 

Advertising has been the main source of income for commercial print newspapers since the mid-19th century, and the advent of web-based online advertising blew a vast hole in that revenue stream. Precipitating, in no small part, the downward spiral in their fortunes over the last quarter century.

 

One result of newspapers shrinking and all too often ceasing to exist has been what one might call the rise of the marketers. With fewer and fewer full-time reporters doing their jobs, marketing firms have leapt to the fore. Offering a flood of “free” content to every conceivable type of news operation. Ceaselessly expanding the empire of the original fake news in the process. A fake news that, make no mistake, has existed for as long as there has been news.

 

Because rich and powerful institutions have always hired marketers or their equivalents. And marketers—in thrall to whichever institution hires them—are paid to lie to the public. And are therefore the polar opposites of (most) journalists. Especially journalists at an independent metro newsweekly like DigBoston.

 

As a journalist-owned, journalist-run newspaper, we send reporters out into the communities we cover every week in search of information that’s as close to whatever truth may be happening as it can be. We then do our damnedest to faithfully report what we observe to our audience.

 

So, we can say with certainty that no human organization is good all of the time. Least of all the big corporations that run our society. But big corporations are the very institutions that spend the most money on paying marketers to spew propaganda at every level of news media.

 

And increasingly, understaffed and underfunded news outlets take even this worst of free marketing copy—this disinformation, this fake news—and run it. Day in and day out. The public, for their part, can be forgiven for having trouble discerning reasonably honest reporting from unreasonably dishonest marketing copy. There’s nothing new about that either. Some people are critical about any news they encounter. Some are not. But marketing has gotten so sophisticated and so pernicious that even the wary have trouble telling the difference between journalism and propaganda.

 

At DigBoston, our audience doesn’t have to worry about that quandary. We exist to report the news in the public interest. In our own way, and with our own unique broadly left-leaning voice, to be sure. But we take our job very seriously, and we work very hard week in and week out to do it to the best of our collective ability. For 20 years and counting.

 

Given that, if you know nothing else about us, know this: We do not run the propaganda that paid marketers fill our email inboxes with 24/7. Like this morning’s stupid, stupid example entitled “Wondering about a sponsored post.” That is, “wondering if you all are brainless enough to run this marketing copy for free and pretend it’s a real article by an independent journalist.” To which my colleague Chris Faraone gave our standard mocking reply, “$2,000 a post”—a price we know no marketer will ever pay.  

 

However, we’re a free newspaper. As such, even more than those bigs that have a number of different ways to make money, we rely almost completely on advertising to keep publishing.

 

We offer advertisers a lot for their money, even in today’s viciously competitive media market. Our ads are obviously cheaper than larger publications. More importantly, though, they reach people who read, who support music and the arts, who are tastemakers, and who… patronize our advertisers.

 

Because of that fact, our existing advertisers love us. And we love them back.

 

But we need more of them. We need to grow our news operation if we’re going to give the many communities in Boston and environs that we cover the constant attention they deserve. To do that we need to be able to pay more full-time reporters, and part-time ones, too. To do that, we need a bigger business staff and more salespeople.

 

All of which is only possible if more institutions that could advertise with us—all the local businesses and charities who serve the communities we cover—step up and do so.

 

Rather than spend advertising dollars on marketers who straight-out lie to people and harm our struggling democracy rather than help it.

 

Folks interested in advertising with DigBoston can email our sales staff at sales@digboston.org.

 

Jason Pramas is executive editor and associate publisher of DigBoston.