Globe versus Herald: Scarborough edition

About a month after the Audit Bureau of Circulations (ABC) reported that the Boston Herald’s paid circulation was falling and the Boston Globe’s was rising, the Herald today offers the results of a new Scarborough survey that claims exactly the opposite.

OK, not exactly the opposite — the Scarborough report counts total print and Web readership, not papers and digital editions sold. Overall, according to Herald reporter Frank Quaratiello, “The Herald’s print and Web audience rose 6 percent while the Globe’s combined audience dropped 6 percent.”

Unlike ABC reports, I do not have access to Scarborough surveys, which clients such as the Globe and the Herald pay for. So I’m not in a position to endorse or dispute the Herald’s take. (But if anyone wants to send me a copy …)

And though it doesn’t merit its own item, I’ll note a final Globe-versus-Herald brief for today: a Herald story quoting an unnamed union source who says the New York Times Co. is shutting the Globe’s suburban bureaus in the near future — “another sign that the Big Apple company is setting the stage to sell the Hub broadsheet.”

More: I should note the latest ABC figures, which show the Globe’s total paid circulation on Sundays is 365,512, whereas the Herald’s is 81,677. On Monday through Friday, it’s 225,482 for the Globe and 103,616 for the Herald.

For Web traffic, the best I can do is Compete.com, whose overall numbers are suspect, but which has some usefulness in terms of making apples-to-apples comparisons. According to Compete, the Globe’s free Boston.com site attracted 2.8 million unique visitors in April, compared to 1.2 million for BostonHerald.com.

It depends on what you mean by “bureaus.” Update: The Herald story refers to the Globe’s “remaining suburban bureaus.” But two Globe sources tell me that the Globe only has one — in Danvers.

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3 thoughts on “Globe versus Herald: Scarborough edition

  1. Laurence Kranich

    The Herald must be overjoyed to get some good news. But I noticed they don’t print the Scarborough readership number for the Globe. I’m guessing that’s a fact that detracts from their spin.

  2. C.E. Stead

    DK – I was given a Nook (the one with the Glo-light, which I am told is cool) for Mother’s Day. While I can purchase individual copies of the Globe, and subscribe, the Herald is not available.

    I don’t know about other readers, like Kindle, but that’s one discrepancy in numbers right there – I WOULD buy the Herald, but not the Globe.

  3. Dan Kennedy Post author

    @Laurence: Really hoping someone will send me the full report. Come on, folks! It’s da dot kennedy at neu dot edu. @C.E.: Nothing is stopping the Herald from coming out with tablet editions.

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