Stories about declining newspaper circulation have become so routine that they’re hardly worth commenting on unless some deeper meaning can be found. So I’m looking closely at the latest figures from the Audit Bureau of Circulations, which show smaller losses for the Boston Globe and the Boston Herald on Sundays than on weekdays — especially in the case of the Globe.
The Globe’s weekday circulation for the six-month period that ended on Sept. 30 was 205,939, a drop of 7.5 percent. On Sundays, it was 360,186, down just 2 percent.
At the Herald, weekday circulation is now 113,798, a decline of 8.7 percent. On Sundays, it’s 85,828, down 4.8 percent.
Significantly, the period in question precedes the Globe’s new print-and-digital strategy. The Globe charges less to take home delivery of the Sunday paper and receive BostonGlobe.com for free than it does to subscribe to BostonGlobe.com seven days a week. At the Globe, as at most newspapers, the Sunday edition is by far the most profitable, and the idea is to preserve Sunday print no matter what.
It will be interesting to see what effect this strategy has on print circulation when the next figures are released in the spring of 2012. Needless to say, the real threat to the Globe is the possibility that readers will content themselves with the paper’s other website — the still-free Boston.com — and not pay for anything online.
The numbers also suggest that the Herald needs a better digital strategy of its own. Although the tabloid has a nice iPhone app (my preferred method for reading the Herald), its website is in serious need of an upgrade. For those who want to read the entire paper electronically, the Herald’s only offering is a hard-to-navigate electronic edition that’s basically a PDF of every page.
If the Herald were to offer an easy-on-the-eyes, reasonably priced digital option, I would pay for it. So, I suspect, would a lot of other people.