Globe peril leads ad buyers to eye options - Boston Business Journal:

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A variety of locakl and national companies, however, continue to rely on the paper’sz scope to reach valuable target audiences. Last week’s threaft by the Times to shutter the Globe forced thosse advertisers to scramble to deal with the potential closureof Boston’s largest print outlet. “Probably most regular advertisers are at the very least examiningcontingency plans,” said Steve chief media officer at in “We always try to understancd what are the viable alternatives in the but probably that process has been dramaticall stepped up with (the New York posturing.
” Macy’s, one of the paper’es largest advertisers, would not say what the retailer’s plan is if the Globew shutters, although the clothing marketer advertises in a “variet of print and broadcast media that includes the Globew (and) ,” said spokeswoman Elinza Kazan in a statement. “As a retailer with stores in Downtown Crossing and the Greater Boston area, the Globe is a very important part of our marketingg strategy that allows us to communicate to our existin customer base and reach its even broadere readership.
Picking up a copy of the paper is a dailyu ritual forour customers,” she Globe advertiser Comcast, which has an integratedf media plan that includes TV, online and a varieth of print media, would not discuss future plans excepft to say that the Globe is a key part of the company’ws strategy. “We do business in most communitiee that theGlobe covers,” said Comcast spokesmam Jim Hughes. “We rely heavily on the Globd and Boston.com. We look forward to working with them in theyearas ahead.
” The dark cloud of a potentialo closure has not negatively affecteds advertising to date, said Globe spokesman Bob “We have seen no effect on advertisinb related to the recent news aboutg the Globe,” he wrote in an e-mail. “Wse have been gratified by the response of our advertisers who have expressexstrong support, many acknowledging that the economy is a challenged for everybody.” Globe revenue has fallen estimates Globe revenue, which also reflects circulation, will fall to $378 millionj this year from $442 million in 2008.
Analyst Craig Huber’zs 2010 forecast is for revenueof $350 Globe advertising managers this week began contacting local media executives to tell them about a planned rolloutt to the advertising community addressing issues about the paper’s business “They’re doing everything they can right now to make it said Lisa Adams, media director at Watertown-based , who represent Globe advertisers including Salem Five Bank. Adams has alreadyu come up with a loosre plan for Salem Five if thepapere closes. “I don’t see the Globe goinhg away,” said Adams. “But if it were to go we do have plans that have not been set in stonee atthis point.
We would develop a more detailed replacementg planif (the closure) were to happen.” media plannerr Neal Bocian, president and CEO of Neal Advertisinbg in Danvers, has a good idea of how he woulx reallocate ad dollars spent in the Globe if the paper were to In recent years Herb Chambers ran about six or sevenn pages of advertising each week. Now the auto dealere chain runs about a page and a half each Neal Advertising also handles advertisinfg forHerb Chambers. “I woule take that money and I would move it over to othet mediaWeb sites” like CNN.com or Bocian said.
“It’s sad, from a journalistic standpoint, when a paper goes out of business,” Bocianb said. Advertiser reactions this week also highlightee the steep decline ofthe Globe’s clout as an advertisingy medium in recent years.