So much for a decent interval. Just hours after the Boston Globe blew out its front page with the news that the New York Times Co. will shut the paper down if it can’t come up with $20 million in savings, the Globe has unveiled a print and television promotional campaign built around the theme of “One Story.”
A source passes this along, from the Globe’s internal Web site:
Globe launches new brand campaign
On Sunday the Globe will launch a new brand campaign that reinforces the value of the Globe’s journalism among our core readers. A TV commercial showcases the Globe’s award-winning photography while focusing on the compelling stories found in the Globe. The spots (60 sec. & 30 sec.) will initially run on NESN during the highly rated Red Sox games. More than 24 print ads were created to run in the Globe and Metro. On-line ads will run on Boston.com. The campaign also has a Web page with all the creative where readers or advertisers can find more information. The entire campaign was conceived and executed internally by our marketing and creative services teams.
Globe executives have got to keep moving forward, so in principle I’ve got no problem with this. But the timing is exceedingly odd, given the very public face-off now taking place between management and the unions.
Even better, the Globe has posted an angry story about reaction to the Times Co.’s ultimatum. One Story, you might say.