Advertising Balloon Company

The Boston Globe will launch a paid subscription site, BostonGlobe.com, in the second half of 2011 but Boston.com will remain free, to better serve a wide array of consumers and advertisers as part of a two-brand strategy.

BostonGlobe.com will be a new subscription site that contains all news and feature stories, commentary, analysis, photographs and graphics published in the daily and Sunday newspaper.

“Our research shows that Boston.com currently attracts several different types of users. Some are readers whose main interest is breaking news and things to do, while others want access to the entirety of The Boston Globe,” said Christopher Mayer, publisher of The Boston Globe, and president, New England Media Group.

“These two distinct sites will allow us to serve both types of readers with maximum effectiveness.”

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Have you seen Anomaly’s new work for Budweiser?

Keith Levy, vp of marketing at Anheuser-Busch InBev, talks about the new “Grab some Buds” work in an Adweek interview.

How would you describe the work stylistically?
It’s very visual. . . A lot of the Budweiser work, even if you go back over the years, has been fairly copy intensive. There’s not one spoken word in the campaign. So, what you’re going to have is a lot of beautiful visuals, camera angles and great music, which sort of builds as the spot builds in that feeling of anticipation and pays off with a fairly big crescendo. Again, [it's this feeling of this culmination of a great day or a great night [that's] about to happen because your friends and Budweiser surround you.

Compared to last year’s “It’s what we do” campaign, from DDB, are you trying to shift to a more emotional space?
Yeah, very emotional, very emotional. It’s a little different than what people are used to in terms of traditional beer advertising. You’re a brand that stood the test of time, you’re iconic, some might say, but you want people to look at it in a different light. I think this does exactly that, which is what we’re counting on. And we’re counting on it to appeal to people on a different level.

By the way, Anomaly’s home page is presently showing their allegiance to the brand.

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The Wall Street Journal is reporting that Chevron is pursuing legal action against one of its small shareholders.

Antonia Juhasz, who runs the energy program at San Francisco-based advocacy group Global Exchange, used her 14 shares to attend the Chevron annual shareholders meeting and disrupt it. She was removed from the meeting and arrested outside after blasting Chevron’s environmental record and starting a derisive chant, according to people at the meeting.

The incident has led to the hobbling of one of the oil company’s most vocal critics. Ms. Juhasz said she now must limit what she says publicly about the company for fear of hindering her defense.

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