The Boston Globe recently announced the launch of GRANT: Globe Readers and Non-Profits Together, a new initiative to award up to $20 million in free advertising to local non-profits. In the next couple of weeks, Boston Globe subscribers will receive a ballot in a silver envelope by mail (or email for online subscribers) which will allow them to vote for their favorite non-profit to receive free advertising dollars.
“As far as I’m concerned, silver is our new favorite color,” Marketing Director David Costa shared. “People always ask why we don’t do more newspaper advertising. It’s extremely expensive, and as a non-profit, we have a limited marketing budget.”
Increasing audiences is an age-old struggle for theatres. Without advertising, this is virtually impossible. “It’s really a catch-22,” Costa said. “We need the ads to let people know all the fantastic things going on at the theatre, but we don’t always have the financial means to advertise the way we’d like. The Boston Globe is one of the best advertising venues around. To be a part of this grant would be incredible.”
Boston Globe subscribers have until March 1, 2014 to cast their votes for Stoneham Theatre.