Digital drives a circulation increase at the Globe while the Herald keeps sliding

The Boston Globe’s strategy of focusing on digital subscriptions is paying off, according to the latest figures from the Alliance for Audited Media. For the six-month period ending on March 31 of this year, the Globe’s paid weekday circulation was 331,482, up 81,201, or 32%, over the same period a year earlier. On Sundays, the Globe’s paid circulation was 387,312, up 73,347, or 23%.

The increase came despite the continued shrinkage of the print edition. Weekday print was 77,679, a decline of 16%. Sunday print is 135,696, down nearly 15%. Paid digital now accounts for nearly 77% of the Globe’s circulation on weekdays and 65% on Sundays — numbers that no doubt had a lot to do with the hunger for local and regional news during the COVID-19 pandemic.

The numbers were not nearly as rosy at the Boston Herald, which has been gutted by its hedge-fund owner, Alden Global Capital. Paid weekday circulation, print and digital, is now 56,791, a decline of 9,686, or more than 14%. Sunday circulation is 58,461, down 14%. Digital is essentially flat, with nearly all of the decrease coming from the Herald’s fading print product. The Herald today sells an average of 22,032 print papers every weekday and 25,892 on Sundays.

The new circulation figures at the Globe and the Herald come amid a massive decline in print circulation nationwide. According to the Press Gazette, a British website that covers the news business, print circulation of the top 25 U.S. dailies fell from 4.2 million to 3.4 million over the past year, a decline of 20%.

Especially harrowing was USA Today, which lost 303,000, or 62%. As we all know, the paper is highly dependent on hotel distribution, which took a massive hit during the pandemic. Gannett recently announced that some of USA Today’s content would move behind a paywall.

Correction: I botched one of the numbers and have updated this post.

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