Get Featured in Boston Herald

The Boston Herald covers Boston and Massachusetts: City Hall and Beacon Hill, local news and courts, business, entertainment and the Red Sox, Patriots, Celtics and Bruins. Earned coverage usually goes to politicians, professional athletes and the day’s biggest local controversy, which leaves little room for anyone else. With a guaranteed placement, the outlet is confirmed first, you approve every word, and the article publishes on bostonherald.com inside the window written into your scope, usually two weeks. It is a real article on the site that you can put in a proposal, a deck or a profile.

What Boston Herald covers

The Boston Herald is one of the city’s two major daily newspapers and the one published in tabloid format. It reports on Boston’s neighborhoods and the surrounding suburbs, city and state government, public safety, schools, transportation and the local economy. Sports is central to its identity, with daily coverage of all four major Boston teams, and the paper carries business news, entertainment, food and a lively opinion section.

The voice is blunt, quick and local, with a habit of saying plainly what others soften. The Herald favors stories about recognizable people and real stakes, so a South Shore contractor who grew a crew into a company, a Dorchester restaurant with a loyal following, a biotech founder with a practical product, a boxer or coach with a comeback, or a local charity delivering results all suit it.

Who reads Boston Herald

Herald readers are Bostonians and Massachusetts residents who take their city personally: tradespeople and commuters, police, fire and municipal workers, small-business owners, suburban families and fans who follow every game. Many have read it for decades. They want to know who is doing well, who is being held to account and what is changing in their town.

For a local business or public-facing professional, that readership is the customer base. A Herald feature is recognized by homeowners, patients, diners, town officials and trade partners from the North Shore to the Cape, and it gives a newer name the standing of an established one. It works framed in an office, on a truck wrap, in a bid package or in a booking kit.

The Herald writes for readers with little patience for spin, so a feature works when it gets to the point. The strongest pieces open with a person and a town, state what they did in concrete terms, include a fact or figure that can be verified, and carry some of the subject’s own voice instead of polished company language.

First we work out which of the angles below a Boston reader would believe. Clients often hide the hard part of their story, when the setback and the recovery are what Boston readers respect most.

What weakens a pitch

• Spin. Herald readers can tell when a story has been polished past the truth, and they stop reading the moment it sounds rehearsed.
• No local tie. A feature needs a Massachusetts town, customer base or history, or it reads like it belongs somewhere else.
• Claims that cannot be backed up. Readers here will check a title, a record or a revenue figure, and everything we write must be true.
• A mission statement in place of a story. Tell readers what you did and what happened, not what you believe in.