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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

For our marketing partners, todays Herald

offers true multi-media engagement, in real
time and across all platforms. A radio
THE appearance gets your message out in your

INNOVATIVE own words and branding, the audio and

video embedded on the web, the power
ADVERTISING of a sponsored Q + A in print and links
CYCLE 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.

PREMIUM ADVERTISING OPPORTUNITIES

PRINT DIGITAL
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
staff photo by matt west

centers on giving staff photo by

john wilcox

Cs best shot to win net

not
Loss
For
bruIns

about
InsIde today:
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sweetest one
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game 1

Front Page Strip Back Page Strip Homepage Takeover Mobile

t police reveal
3
-AAAAA-

INNOVATOR OF THE YEAR

retirees pay
By CHRIS CASSIDY and MATT STOUT
Taxpayers on hook for cost
SUNDAY EDITION SEPTEMBER 18, 2016 $2.00 Secretive T police pension
bosses finally unlocked their list
See the full T police
owe $830 million for the regular c y
of annual payouts to retirees yes pension system. and
pension list today at

Intentional Manhattan explosion injures 29, one serious

terday after stubbornly defying a The police retirement fund had final
court order, Herald public records bostonherald.com. fiercely fought efforts to make ly di
requests and even calls from the public its pension payroll, even vulged
Baker administration for trans The longest continuous pen though taxpayers spent $2.3 mil the pen
parency. sion belongs to a T officer who lion on the system in 2015. Tax sion infor
The longawaited tally from the has been receiving benefits since payers are projected to have to mation,
MBTA Police Association Retire he retired on July 1, 1986. His an shell out 25 percent more than kicking and
ment Plan comes as more tax nual pension is $13,276. that a total of $2.9 million screaming
payer help is being sought. High MacMillan and Best did not re next fiscal year. the entire way.
lights include: turn messages seeking comment We are pleased that the PARP The fund
Former MBTA Transit Police yesterday. has taken this first step toward a denied requests
Chief Paul S. MacMillan, who re Greg Sullivan, the research direc more transparent operation, and from both the
tired in November 2014, topped tor at the Pioneer Institute, said the we hope they will move quickly Herald and Sec
the list with an annual retire bigger issue is the unfunded liabil toward full compliance with the retary of Trans
ment benefit of $119,700. He was ity of the system, which taxpayers open records law that Governor portation Stephanie
the only retiree with a sixfigure are also on the hook for. Baker recently enacted, MBTA Pollack for the public
amount. Beyond the numbers on that Chief Administrator Brian Short release of the informa
Former Deputy Chief Lewis sheet, the MBTA riders and the sleeve said in a statement. tion in March 2015.
Best, who retired in December taxpayers owe another $92 mil The retirement fund has oper The funds executive
www.bostonherald.com

2013, was second on the list with a lion for the MBTA police pension ated under an unusual cloud of director, Sidney Chase,
pension of $94,737. system, said Sullivan. They also secrecy for a taxpayerfunded agen declined to comment.

Blast rocks NYc

Thursday, June 16, 2016

Homepage
WILLIAM EDWARDS/AFP/GEtty IMAGES

Sliding Billboard
BOsTOn heraLd

Front Page Marquis Page 3

7
MULTIPLATFORM SAMPLE CAMPAIGN
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Boston Heralds platforms to engage your consumers.

RADIO PRINT
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terday about the Bay States as federal immigration for ICE to come down to cracks. ing to address this problem like ruffling the feathers ...
Republican sheriffs deputiz- officers, once they have that their jail to start the depor- Its really a win-win. for years now because the This bill would up the ante
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
migration agents, and a bill force multiplier for ICE, it authorized to make that the Trump administration refused to use the law that to be visas that we withhold
that would halt foreign aid enables them to have more determination, whether can force communities to we already have ... that if the from you, its going to be
to countries that dont take people in critical places someone is deportable, and do? Department of Homeland foreign aid as well, if we
back their illegals: like jails be able to identify start the paperwork. A: No. This is a voluntary Security identifies what dont get results.
criminal aliens and start the And this doesnt cost the program. ... This was started they call recalcitrant coun- For some of these coun-
Q: Some Massachusetts deportation process. federal government any- by Congress because ICE tries and there are more tries, thats what its going
sheriffs want to help Im- Its helpful to local juris- thing. Its the local commu- cant be everywhere. Its than 20 of them that are to take to take their people
migration and Customs En- dictions that volunteer for nities that are deciding to an agency with limited re- very obstructive, and about back, but its gotten out

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forcement. What would that this because that means make the investment in this sources and personnel. 60 that just give us a hard of hand under the Obama
entail? they dont have to wait for program, and they find they Q: A bill in Congress pro- time some of the time the administration.

O N T H E A I R 24 / 7 HOW TO LISTEN
TUNE IN CALL IN
HERALD RADIO IS SIMULCAST:

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available on iTunes and Google
to noon

T H E v E R y B E S T I N N E W S A N D TA L k The Lone

Interview
bosTon HeRalD DRiVe MoRninG MeeTinG THe aDRiana Republican
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BOSTON HERALD

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Every Friday at noon bill speros meredith gorman genevieve dinatale Joe dWinell ZUri berrY Tuesdays at noon

Call us: 617-619-6400 Text us: 617-286-5633 Tweet us: @HeraldRadio

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
(Aver
Click to Order: (Ave
ema
Click to Order: ema
(Aver
Unsubscribes: (Ave
num
ad unit Unsubscribes: num

ad unit

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
to ORDER
ORDER Click
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to
30,000 1,677 168
30,000 1,677 168 5.59%
5.59% 0.56
0.56
High Impact Placements

1,677 Pinpoint Opens - Email & Snail Mail List

EMAIL FIRST NAME LAST NAME ADDRESS CITY ZIP

[email protected] LEONARD ALEXANDER 7 COLGATE WAY CANTON 02021
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[email protected] ROBERTA AMORUSO 10 ROYALL ST CANTON 02021
[email protected] JEFFREY ANDERSON 53 HAYWARD ST BRIDGEWATER 02324
[email protected] PAULA AUCOIN 27 BEDFORD ST LAKEVILLE 02347
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[email protected] JOE CARGILL 226 WATER ST STE A150 PLYMOUTH 02360
[email protected] KAREN CHIN 1 CHAUNCY ST FOXBORO 02035
[email protected] TRACEY CREONTE 3 HIGHLAND ST TAUNTON 02780
[email protected] NICK CUNNINGHAM 16 HAMPSHIRE ST MANSFIELD 02048
[email protected] BRAD DAVIS 250 SCHOOL ST WHITMAN 02382
[email protected] STAN DIMARE 41 PEQUOT WAY CANTON 02021
[email protected] MIKE DOUGLASS 85 S MAIN ST SHARON 02067
[email protected] MIKE FETBROTH 25 DEDHAM ST CANTON 02021
[email protected] LATOYA JAMESON 17 HAMPSHIRE ST MANSFIELD 02048
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[email protected] ART LUMIA 4 BIRCH ST BRIDGEWATER 02324
[email protected] BRAD MANCINI 21 JONATHAN DR BROCKTON 02301
[email protected] AL MCMANN 1 HAMPSHIRE ST MANSFIELD 02048
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[email protected] 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
the pack with relevant, intelligent talk radio. Streaming live from our newsroom, BHR is the force behind
breaking news throughout the day. Our unique approach to newsgathering has attracted a hodgepodge
of guests, including politicians (for example then candidate, now POTUS Donald J. Trump), business leaders,
Hall of Fame athletes, entreprenuers, actors, musicians, chefs, media personalities and more.

FEATURED PROGRAMMING GET CONNECTED

Boston Herald
MONDAY-FRIDAY

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6 am - 9 am Listen Live on BostonHerald.com
Rick Shaffer and John Sapochetti host a drive time-slot Stream audio from your desktop, laptop, or
of news, talk and info - and sure, some opinion. tablet with the touch of a button located on the
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Download free apps to listen on the go.
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A variety of daily programming, covering and Boston Herald News

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Thursday - BH Encore, a wrap-up of the
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Fargo Street is a two hour conversation about

life. Host Tyler Sullivan discusses current events, Partner AM Radio Station
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NOTABLE GUESTS

MARTY WALSH PEDRO MARTINEZ BILLIE JEAN KING CHARLIE BAKER Lauren Kuhn
Boston Mayor Red Sox Hall of Famer Tennis legend Massachusetts Governor Miss Massachusetts 2014

9
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
media, podcasts, video and our printed Politics
newspaper to publish breaking news 24/7. Business
Sports
Arts
Entertainment
Travel
Fashion
Food

10
ACKNOWLEDGMENTS

INNOVATOR FITZWATER
OF THE YEAR MEDALLION
FOR
LEADERSHIP

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

11
 BOSTON HERALD
Seaport Center | 70 Fargo Street | Suite 600
Boston, MA 02210
BostonHerald.com
617.426.3000

12