By: Aimee Deeken
(Adweek) In an effort to attract younger readers and new advertisers, The Boston Globe Magazine will relaunch on March 7. The newspaper, owned by The New York Times Co., has invested $2 million into the 110-year-old Sunday insert, which was last redesigned several years ago.
Doug Most, previously senior features editor at Boston Magazine, was hired as editor in November. He has added service elements to the front of the book and introduced more photography to the long-form edit.
The magazine will pursue new ad categories beyond the mainstays of home furnishings and travel. “We’re turning this into a luxury lifestyle book,” said Advertising Manager Sheela Agarwal.
Having seen the prototype, Carol Cleveland, president of Boston media agency Cleveland Communications, said the new look should appeal to a broader and younger audience. “The magazine is definitely a new avenue. I’d consider it now, but I didn’t in the past,” she said.