MARKETING AND SALES STRATEGIES

Boston Globe Sports: cashing in on the Web

Posted by David Meerman Scott 05:24 AM on February 05, 2005

Since this is Super Bowl weekend and a hometown team is once again battling it out to be the best in the world, I'm spending more time with The Boston Globe sports section.  But what I find to be fascinating is how the Globe has made use of interactive content on the Boston Globe sports section on the Web.

This is not the typical re-purposing of print content. Instead, Globe editors and sports reporters  provide visitors with tons of ways to interact, including hundreds of active message boards on detailed New England Patriots minutia, a Boston Globe sports blog, surveys to take, statistics to analyze and much more.

The site serves as a great vehicle to generate advertising and sponsorship opportunities for businesses that want to reach Boston's rabid sports fans. According to Ken Richieri, Vice
President at the New York Times Company (which owns the Boston Globe) speaking at the SIIA Information Industry Summit this week in New York, The Globe's Boston.com generates 145 million page views per month and boasts 4 million unique visitors per month.

All print media companies can learn from the example of The Boston Globe and its Boston.com site: interactive content is a great way to cash in.

David Meerman Scott

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