Boston Globe Starts Collecting More User Data

The Boston Globe is ramping up its efforts to collect demographic data from its online users. The campaign is part of a new effort to strengthen its advertising revenue.

Through e-mails and prominent ads, boston.com is asking users to register and then update their profiles with more personal information. When people do, they get entered into drawings for ski trips, spa packages and Celtics box seats.

So why the big fuss?

It’s all part of a plan to make more money. If advertisers know more about who's using boston.com, they're more willing to pay for targeted online ads.

The New York Times Company owns both the Boston Globe and boston.com.

The Times Company announced its new strategy earlier this fall. Next year, you’ll have to pay to subscribe to the Boston Globe to read the newspaper's articles online at a new "paywall website," bostonglobe.com.

But boston.com will remain free of charge. The idea is to support the popular site through stronger advertising. The new push for user information is a significant step.