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School Daze

In the modern media universe, there may be no single word as overused as "synergy." Basically, synergy means -- "we can economically justify the size of our big media conglomerate by promising that we'll find new delivery platforms, clever cross-marketing opportunities and economies of scale."

In its increasingly intensifying efforts to try and spread the Globe brand to that elusive younger demographic that just won't read newspapers, (see the recent Sidekick experiment), the Boston Globe and its parent, the New York Times Co. are rolling out "Boston Uncovered," a hipster city guide for students being delivered to 50 local campuses.

In a synergy tripleheader, "Boston Uncovered" is a joint project of The Boston Globe, the Metro Boston free tabloid (which the Times Co. bought a stake in earlier this year in another attempt to attract people who don't read traditional newspapers), and Boston.com. According to the press release, the magazine is regularly updated online and will appear as a weekly section in the Metro.

The press release contends that "Boston Uncovered responds to a niche that has not been adequately filled by any other publication" -- a pretty heady claim given what I see in the newspaper and magazine boxes all over our city streets. But the Globe certainly has discovered the college crowd. And all hail synergy.
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