Boston Globe Media, Nielsen Team For Brand Study

Today, Nielsen and Boston Globe Media Partners, LLC announced the launch of a custom and proprietary cross-platform study that will help the New England-based metro organization strengthen its brand position and foster better engagement among local communities.

The study, commissioned by BGMP and designed in partnership with Nielsen, will enable the media organization, particularly its nearly 150-year old daily newspaper, The Boston Globe, to develop a deeper understanding of its readers and potential subscribers. Nielsen will conduct interviews across a diverse range of ethnicities, ages, gender identities and socio-economic backgrounds and will provide potential strategies for the organization and its advertising partners to develop more engaging content and attract new audiences.

"We are at a transformative moment in the media industry," said Peggy Byrd, Chief Marketing Officer at Boston Globe Media. "To ensure that we reflect the rich diversity of our city and region, we want to invite our readers and potential readers in by activating stronger relationships with our brands within the communities we serve. By leveraging Nielsen's data, insights, and its accurate representation of diverse audiences, we'll develop a deeper understanding of our true market characteristics and will be in an even better position to serve our communities with content that resonates and drives stronger engagement."

Nielsen will be conducting this custom study with the goal of delivering greater understanding of the brand position and perception of Boston Globe Media properties in a long term effort to strengthen relationships and reader engagement. In addition, the Boston Globe has renewed its multi-market agreement for Nielsen Scarborough, Scarborough Fusion and PrimeLingo. Nielsen Scarborough is a leading provider of local market consumer and audience data in the U.S.