BOSTON.COM LAUNCHES MAJOR SITE REDESIGN TO BECOME PREMIER SOURCE FOR ALL THINGS BOSTON

CONTACT: For Boston.com
Al Larkin, 617-929-3160
Executive Vice President
larkin@globe.com

Boston, MA, 2007-11-12 - Boston.com announced today the completion of a major redesign that represents a strategic move to position itself as the source for all things Boston. The goal of the user-driven redesign is to increase the site’s engagement with the local audience by making it easy and quick for users to find all the information they want about the Boston region. Boston.com, which serves as the Web site for The Boston Globe, already attracts more than four million visitors monthly. (1) Significant changes include new page layout and look, revamped site architecture, brand new sections on things to do and lifestyle, and simple tools for users to find, view, use and submit content. Another key part of the strategy is a comprehensive local search function that incorporates a wide range of local media and information sources in greater Boston, an expanded database of local events information, multimedia content, and greater access to the archives of the Globe.

“The redesign of Boston.com will position us to increase our total local audience,” said Steve Ainsley, publisher, The Boston Globe. “The new site provides wider access to the Globe’s quality journalism and makes it a lot easier to find and enjoy the many offerings of the Boston region.” 

Boston.com users played a direct role in determining the critical elements of the redesign, which is the first for Boston.com in four years. Boston.com worked closely with Creative Good, a company well-respected for uncovering user needs, wants and actual behaviors. 

Bob Kempf, vice president product, Boston.com said, “By talking directly with our local audience, we were better able to understand visitors’ Web use habits and patterns. It quickly became clear that their top priority was to find what they’re looking for as quickly as possible. As a result, we created a very different look and feel. We focused on achieving a clean, uncluttered design and streamlined navigation. And as we go forward users will continue to inform the direction of our product development strategy. We are committed to positioning content and offering functionality in ways that meet the needs of our audience.”

The new section “Things to Do” takes a fresh approach to finding events, concerts, classes, trips and more. The section gathers together all categories of interest including the arts, sports, education, entertainment, travel, and recreation – and offers users a quick way to find activities that match their interests and calendar.

The site also provides more visibility to video, which is growing in popularity and variety. In addition to videos provided by New England Cable News and New England Sports Network, The Boston Globe newsroom has been producing more and more video stories as components of its news coverage. The site also makes it easier for users to submit their own videos. 

Commenting on the role of new media, John Yemma, deputy managing editor for multimedia, The Boston Globe, noted, "We want to engage our community in an ongoing conversation about the people, places, and events that matter in their lives. Whether it is the written word, photography, video, audio podcasts, or interactive databases, Globe journalism today is by definition multimedia journalism -- and its core is the accuracy and integrity the Globe stands for." 

Boston.com plans a multi-million dollar marketing campaign in early 2008 to support the strategic goals of the redesign.

(1) Source: Nielsen NetRatings, Jan-Sept 2007, monthly average

About Boston.com:
Boston.com is one of the most visited regional portals in the U.S and is wholly owned by The New York Times Company (NYSE: NYT), a leading media company with 2006 revenues of $3.3 billion, including The New York Times, the International Herald Tribune, The Boston Globe, 15 other daily newspapers, WQXR-FM and more than 30 Web sites, including NYTimes.com, Boston.com and About.com. The Company's core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.