The Boston Globe leans into video to build and diversify its audience


In New England, we have a saying: “An ounce of experience is worth a pound of theory.” At The Boston Globe, New England’s largest news organization, the team is taking that saying to heart as they carefully launch and implement a video and larger marketing strategy designed to engage current subscribers and reach new, younger, more diverse audiences. Underpinned by an audience-centric mentality, the team focuses on understanding exactly what its users want and finding innovative ways to give it to them. 

Engaging existing subscribers with video

The centerpiece of the 150-year-old publication’s video strategy is Boston Globe Today. Just celebrating its six-month anniversary, the 30-minute show is broadcast five days a week at 5 p.m. on, NESN 360, and NESN’s linear channel. 

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