Boston Globe launches campaign for charity, with a twist: Vouchers will give readers opportunity to allocate advertising spots to favorite nonprofits.
"'The Boston Globe has a tremendous history of supporting the community through a variety of initiatives and partnerships. The GRANT program allows Boston Globe subscribers to direct which non-profits the Globe can further enable this year through what the Globe does best: reach engaged community members....' Not sure why Boston only gets silver envelopes while the OC gets gold — but metallic aesthetic quibbles aside, this is the sort of low-cost, high-benefit program a lot of other newspapers should be emulating to strengthen ties with its core readership." -- Joshua Benton, Nieman Journalism Lab
