The Globe’s paid digital circulation has stopped growing, according to newly revealed numbers

Boston Globe Media CEO Linda Henry shared some numbers, forwarded to me by a trusted source, when she addressed the staff at a town hall-style meeting earlier this week. Probably her most newsworthy revelation was that the Globe’s paid digital circulation is now 260,500 — essentially unchanged from the fall of 2024, when it was 261,000.

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In October 2023, paid digital was 245,000, which means that it grew by 6.5% over the next year before stalling out. Given that digital growth has been the key to the Globe’s growth in recent years, the company’s executives need to figure out how to get back on an upward trajectory.

I’d suggest some improvements in the user experience. Newspaper homepages tend to be a jumble, but the Globe’s is busier than most. I also hear complaints on occasion from subscribers who have trouble logging on. And, to drag out one of my favorite laments, providing subscribers with a few gift links each month that they can share on social media might entice some occasional visitors into handing over their credit-card information. (As I recently noted, you can already email gift links to non-subscribers.)

Digging deeper, the Globe has boosted circulation by rolling out digital editions in Rhode Island and New Hampshire in recent years. What other areas might they target? The Worcester area (an ironic choice given that John and Linda Henry briefly owned the Telegram & Gazette after buying the Globe in 2013) and Western Massachusetts would make some sense. Its recent decision to bolster high school sports coverage was a smart one, too.

In other news from the town hall, Linda Henry said that average paid print circulation is 66,086. I wish I had more context for that number, but I don’t. In October, the Globe reported in its legally required postal statement that paid print averaged 51,626 on weekdays and 89,809 on Sundays. The Globe also recently reported to the Alliance for Audited Media that its average weekday circulation for the six-month period ending Sept. 30, 2025, was 44,835 on weekdays and 79,742 on Sundays.

What to make of these differences? Circulation numbers are a dark art, and they can vary quite a bit depending on the reporting requirements of whoever it is you’re providing numbers to. Globe Media spokeswoman Carla Kath told me by email:

The print subscriber number shared today is a point in time snapshot of our home delivery subscribers, regardless of delivery frequency. The AAM numbers are averages over a six month period. However, the bigger reason for the difference is that the numbers shared today are home delivery subscribers only and don’t include newsstand sales. The AAM numbers are circulation figures that do include newsstand sales.

Let me suggest another possibility: perhaps 66,086 is a seven-day average that includes the larger Sunday figure.

Stat, Globe Media’s digital publication covering health and medicine, now has 50,337 paid subscribers, Henry told the staff. And she said that total subscribers (paid and unpaid) across all Globe Media publications is 411,857. Kath told me that comprises the Globe digital and print, Boston magazine, Boston.com, The B-Side newsletter and Stat.

For some context, Henry announced several years ago that her long-term “North Star” goal for paid digital circulation was 500,000 — 400,000 for the Globe and 100,000 for Stat. At the moment, the combined number for those two outlets is just shy of 311,000, but that was before Globe Media added Boston magazine, a paid product, and unveiled a paywall for Boston.com.

By the way, the Boston Herald has not reported numbers to the Alliance for Audited Media since this past spring, when it said that its weekday average paid  print circulation was 10,902; the Sunday average was 13,454. Paid digital was a bit north of 41,000.