“We are hopeful this initiative can serve as an ongoing effort to increase awareness and support for local journalism,” stated Peggy Byrd, Chief Marketing Officer at Boston Globe Media. Byrd was named CMO l ast month.
The campaign will run in The Boston Globe newspaper, as well as on Globe.com, and on radio and social media.
The Globe has about 220,000 digital-only subscribers, according to the company, and more than 350,000 total subscribers.
The Subscribe Sunday idea was first created in 2019, conceived of by Globe business reporter Janelle Nanos.
Other media organizations can get non-branded social media assets from The Globe's marketing team to use to promote their own Subscribe Sunday campaigns. Organizations can fill out a form to receive campaign assets.
About 40 different newsrooms participated in the initiative last year.
“We know consumers are thinking about spending money on gifts and donations this time of year, and we want to encourage them to consider Subscribe Sunday as a moment to reflect on the importance of independent journalism and commit to supporting it through subscriptions for themselves or others,” Nanos stated.
Thanksgiving Day brings with it promotional shopping opportunities like Black Friday, Small Business Saturday, Cyber Monday and Giving Tuesday — The Globe hopes Subscribe Sunday can be part of the shopping week.
The Boston Globe’s campaign will run from November 25-29, with a promotional subscription offer activated on Sunday, November 29. The offer is $1 for 26 weeks.
Last week, Boston Globe Media named Linda Henry its CEO. She is the first woman to run the company in its nearly 150-year history. Henry had served as managing director of the Globe for over seven years.
Henry and her husband, John W. Henry, bought TheGlobe from The New York Times Company in 2013.