Daily newspaper circulation continues its seemingly unstoppable slide, and the Boston Globe once again has been hit particularly hard. According to audited figures reported by the trade magazine Editor & Publisher, weekday circulation of the Globe for the past six months has fallen 13.6 percent, to 302,638. On Sundays, the Globe has fallen 11.2 percent, to 466,665.
I do not have direct access to the figures, reported by the Audit Bureau of Circulations, so I can’t tell you what’s going on at the Boston Herald. E&P is only providing numbers for the top 25 papers.
Two bits of perspective.
First, for many years, the Globe’s advertising rates were based on a guarantee that its Sunday circulation would remain above 800,000, and its weekday circulation would be north of 500,000. So this is pretty devastating, especially in light of last week’s news that advertising revenue at the Globe, Boston.com and the Worcester Telegram & Gazette was down 31.6 percent over the first quarter of 2008.
Second, as always, it’s important to keep in mind that Boston.com attracts more than 5 million unique visitors each month, making it the most successful regional newspaper Web site in the United States. If only there were a way of translating that success into revenue.