Introduction
Hi there,
I’ve been trying to pay more attention to the world around me.
Lately, that’s meant eating my breakfast outside. Before I settle in for work, I take a few minutes to sit on my deck that desperately needs repair, listen to the birds I can’t identify, and notice what’s going on around me.
But when I become curious about something that matters to me, that quiet focus shifts. If I’m trying to make sense of world conflicts, checking in on the (chaotic) World Cup, or researching that bird I just saw, I tune in—and I go to the same few sources every time. The ones I trust. The ones that get me what I need, quickly.
It got me thinking: attention isn’t gone—it’s just more intentional now.
Keep reading to see where audiences are choosing to pay attention—and what that means for your brand.
Until next time,
Karlis Collins, Director of Marketing
Contact us to see how your brand can show up in moments that matter.
What’s happening out there?
Attention Isn’t Given — It’s Earned
It’s getting harder for brands to hold attention—and easier for audiences to tune out.
People are more selective about what they engage with, quickly dismissing messages that feel irrelevant or easy to ignore. Even strong creative can fall flat if it shows up at the wrong time or in the wrong context.
But attention doesn’t disappear — it just goes somewhere else. You can see it in Boston this summer as the World Cup brings people together—drawing attention, energy, and shared experiences across the city. When something meaningful happens locally, people show up.
Audiences still lean into big moments through the content they love (and binge), the news they trust, and the platforms where they expect something meaningful. In those moments, they’re receptive.
As attention becomes more limited, brands compete to be seen and welcomed. For marketers: earning attention starts with understanding where it already exists—and showing up in those moments with something worth noticing.
What’s happening at GBH?
Where Audiences Are Leaning In
- GBH News is following the people — and problems — involved with putting on the World CupLocal reporting and storytelling as global attention turns to the region.
- How GBH is Telling the Story of America’s 250 YearsA multi-platform effort exploring history, identity, and the future of the country.
- GBH Loves to ReadSummer book recommendations from GBH staff.
Where audiences are already leaning in.
Don’t Miss This
The Moment Matters: GBH Turns 75
Some moments bring people together. Others create lasting connections.
GBH’s 75th Anniversary Gala is one of those moments—a one-time celebration of the stories and programs that have shaped New England and audiences nationwide, including NOVA, MASTERPIECE, and ANTIQUES ROADSHOW.
It’s also a new way for local businesses to partner with GBH. In addition to presence at the event sponsors become part of a broader storytelling experience that extends beyond a single evening. Sponsors can connect their brand to this milestone through:
Moments like this don’t come around often. And when they do, they create space for brands to be part of something people care about—not just something they see.
If you’re thinking about how your brand shows up in moments that matter, this is one worth exploring.
The Halo is taking a break for July and August. We’ll see you again in the fall. Have a wonderful summer! ☀️
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
