'Boston Globe' to Offer ZIP Clusters

By: E&P Staff The Boston Globe announced today that it will offer preprint advertisers the ability to target their customers by ZIP code effective April 3. The new distribution model, which boasts 276 Boston clusters and 15 outlying clusters, is for Sunday home delivery only.

The paper previously had 96 preprint clusters.

For some areas, advertisers can target at the sub-ZIP level as well.

"Advertisers have been asking us for a more refined method of distribution," said Peter Newtown, vice president of advertising for the Globe, in a statement. "The expansion of our operations in Boston allows us to better meet their needs through products and services that will now include zip code level distribution for our Sunday insert package."


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