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SBD/February 21, 2014/People and Pop Culture
Red Sox' John Henry Aims To "Save The Globe" Through Niche Strategy, Increased Ad Revenue
Published February 21, 2014
RICHES THROUGH NICHES? Schwartz notes even before Henry hired Exec VP ANDREW PERLMUTTER, the Globe was "heading toward a strategy of creating niche sites," and under Henry the "push has been accelerated." The Globe's "next move is more ambitious, and draws more on Boston’s natural resources." It is a "standalone tech site, internally being called BetaBoston," which McGrory "expects to launch soon." BetaBoston will "exist as a separate entity from the Globe and Boston.com." The Globe also hopes to "launch a standalone Catholic news site," headlined by newly hired Associate Editor JOHN ALLEN and "covering local, national, and international churches." Allen said, "It’s in a very conceptual stage." He added that although the project has "been floated publicly only as a possibility ... it’s what sold him on leaving the National Catholic Reporter," where he had worked since '97. Henry "believes there’s no reason that Boston’s paper of record can’t be as influential as the city itself." He has "approved the expansion of the Globe’s highly regarded Ideas section, hoping to draw more smart voices from the city’s vast intellectual plant into the paper." Newsnomics analyst KEN DOCTOR "believes that the Globe’s niche strategy is a smart and creative play" (BOSTON MAGAZINE, 3/'14 issue).