The Globe reports a surge in paid digital subscriptions

Boston Globe editor Brian McGrory’s latest message to his staff just arrived here via the usual top-secret route. The big news is that the Globe is reporting a surge in paid digital subscriptions. According deputy managing editor Jason Tuohey, paid digital has nearly hit 79,000, up from about 75,000 just a few weeks ago.

The Globe has bet the farm on paid digital — and, at $30 a month for longtime subscribers, it’s charging more than just about any newspaper. For instance, The Washington Post’s cheapest offering, the National Digital Edition, costs just $10 every four weeks. The Post, of course, is pursuing a huge national audience. The Globe, as a regional paper, has no option but to try to make its money from a much smaller group of readers.

The Globe has lately been upgrading its digital-only offerings, posting a “Trump Today” roundup every morning, moving must-read weather guy Dave Epstein from the free Boston.com site to Globe.com, and unveiling a blizzard of electronic newsletters. It sounds like it’s having an effect. Now if only they can do something about those slow loading speeds.

The full text of McGrory’s message is below.

Hey all,

We’ve got some numbers that are very much worth sharing from the past few weeks. Last year at this time we were having our best winter to date. We had Donald Trump’s emergence and the NH primary, among other big stories. This year, over the past 31 days, we’re up 45 percent in page views. That alone should speak volumes. More important, we’ve gained 2,100 digital subscribers in the past two calendar weeks — and that doesn’t include some equally remarkable success already this week.

Let’s acknowledge that no small part of this readership is being driven by extraordinary events. But what this room has done is provide exceptional journalism under relentless pressure, such that readers feel compelled to come back to us time and again — and to pull out their credit cards to subscribe. It’s the performance of our Washington bureau, which is breathtakingly thoughtful and engaging. It’s the work of our Metro staff in covering immigration issues and the massive protests, exhaustive reporting that has quite literally taken staff straight through the night. It’s the best Sports department in America reporting on the best Super Bowl comeback in history, with commentary, insight, and straight news coverage that no organization on the planet can match.

Katie [Kingsbury, managing editor for digital] asked Jason Tuohey for a fuller picture of our recent successes. Here’s Jason’s direct response:

First off, January 2017 was the best month we’ve had in at least three years. We broke post-Marathon bombing records in a host of categories:

  • Visits
  • Unique visitors
  • Page views
  • Logged-in visits / aka subscriber visits
  • Returning visitors
  • Return visits of five or more times
  • Return visits of 20 or more times

Still Jason: This torrid pace has extended into February. We added 1,331 subscribers last week, the highest total in more than three years, which put us at 77,999 paid digital subscribers. We didn’t stay there very long, converting nearly 800 more new subscribers in the past two days alone. Yesterday, the day after the Super Bowl, ranked among the very best days we’ve ever had on Globe.com in virtually every audience category we measure.

Put simply, our audience isn’t just growing — it’s swelling with new subscribers, who come back again and again to experience our journalism.

The big drivers for this surge in readership are Trump, particularly the marches and the executive order on immigration, and the Patriots. But if you’re looking for a few other gems in 2017, here are some options:

— [Bryan] Marquard’s obit on Dr. Kamala Dansinghani

— Jackie Reiss on why Sasha Obama wasn’t at her father’s farewell

— Jan Ransom’s story about the 14-year-old charged with murder

— Liz Kowalczyk’s reporting on the intruder in the Brigham OR

— Matt Rocheleau explaining how White House webpages were archived (not deleted, as others reported) on the first day of the Trump administration

— The Dan Adams-led investigation into which bars have the most OUIs

Brian again:

Be proud. Everyone in the room has played a role here, from the reporting to the exquisite editing and copy-editing, to the extraordinary graphics, the arresting photography, the ground-breaking development and product work, the polished and addictive video, and the striking designs online and in print. Subscriptions are our lifeblood, and we’re bringing digital subscribers to the Globe far, far more effectively than any other metro news organization in the country.

While we’re at it, please offer your appreciation to our colleagues at boston.com, who have seen an unprecedented surge on our sister site, especially over the past four days. The reasons are not surprising: great, often clever and pithy stories that capture the absolute essence of Boston in the aftermath of the Super Bowl. It, too, has been a must read.

Congratulations and thanks to you all.

Brian

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