Paid circulation growth at The Boston Globe has leveled off, as a modest increase in digital subscriptions has barely been enough to offset the continued deterioration of its print business. That’s according to publisher’s statements filed with the U.S. Postal Service that were printed in the Globe earlier this week as well as numbers provided by the Globe.
On weekdays, the average paid print circulation between Sept. 1, 2023, and Aug. 31, 2024, was 57,450. A year earlier it had been 64,977. That’s a decline of 7,527, or 11.6%.
On Sundays, the average paid print circulation was 102,703, down from 116,456 a year earlier. That represents a drop of 13,753, or 11.8%.
The Globe also reported paid digital circulation to the Postal Service, but those numbers — the same that it provides to the Alliance for Audited Media — are not a good reflection of the paper’s actual digital subscription base. According to Carla Kath, the Globe’s director of communications, paid digital circulation is now 261,000, an increase of about 6.5% compared to last October, when it was around 245,000.
When you combine paid print and digital, the Globe’s average weekday circulation is about 318,000, up by 8,000 over a year ago, for an increase of 2.5%.
On Sundays, average combined circulation now stands at 364,000, a rise of 3,000, or a little more than 0.8%.
Oddly enough, the paid digital numbers that the Globe reports to the Postal Service and AAN are higher than its internal figures because AAN uses a different methodology that allows for some double-counting.
Earlier this year, Boston Globe Media CEO Linda Henry told employees that her “North Star” goal for paid digital circulation is 400,000, plus another 100,000 for Stat, the company’s health-and-science news site. She did not put a timetable on that, but in May she told Don Seiffert of the Boston Business Journal that she expected 2024 to be a “building year,” with accelerated growth coming in 2025 and beyond.
“Our subscribers can see this investment with our expanded daily news videos, our new weather center, better games, new podcasts, deeper geographic expansion, and more,” Henry told Seiffert. “We do not expect growth to follow a linear pattern — we have a long-term strategy for continuing to serve our community as a strong and sustainable organization.”
Kath’s email message to me struck a similar tone. “Like most publishers in 2024, we have seen moderation in non-subscriber traffic. However, we’ve adjusted our strategy and continue to grow digital subscriptions while focusing on long-term growth and sustainability,” she said.
“Total paid subscriptions are up more than 30% over the last five years, and 2024 is performing as we expected. We continue to innovate and plan for growth in 2025 as we aim for our ongoing goal of 400,000 paid digital subscribers.”
Media notes
• The Tampa Bay Times has dropped its paywall for coverage of Hurricane Milton and its aftermath — just in time for a story on the Times’ own building being damaged by a collapsing crane. Zachary T. Sampson and Chris Urso report:
A crane collapsed in downtown St. Petersburg during Hurricane Milton’s thrashing winds Wednesday night — leaving a gaping hole in an office building that houses several business, including the Tampa Bay Times.
The crane fell from the Residences at 400 Central, the 46-story skyscraper being built across from the Times’ office, as the storm pummeled the region.
The crane remained crumpled across 1st Avenue South early Thursday, completely blocking the street.
The city said in a news release that no injuries have been reported at the site. The building damaged by the crane had closed ahead of Milton’s arrival Wednesday. No one from the Times’ newsroom was working inside when the crane collapsed.
• Independent media reporter Oliver Darcy has a tough item on CNN chair and chief executive Mark Thompson on the first anniversary of his tenure. Darcy, who left CNN a few months ago to start his newsletter, Status, writes:
In conversations that I have had over the last few weeks with employees at all different levels inside the company, it has become clear that morale has fallen considerably since Thompson took the helm. Staffers, who were once wide-eyed and filled with hope that Thompson would stroll into Hudson Yards with a toolbox full of foolproof, executable ideas, are now questioning whether he will ultimately prove to be successful in reversing the outlet’s dimming fortunes.
• Donald L. Barlett, one of the great investigative reporters of the 20th century has died. I remember reading his and James Steele’s “America: What Went Wrong” in the early 1990s, when it was first released. You might call it an early warning signal about the damage that Ronald Reagan’s economic and tax policies favoring the rich were doing to the country — damage that has contributed to the anger and polarization of politics today. The book was a compilation of reporting that Barlett and Steele had previously produced for The Philadelphia Inquirer.
In an obituary for The New York Times, Glenn Rifkin writes (gift link):
Over four decades, Mr. Barlett and Mr. Steele’s investigative prowess, rooted in deep, systematic research and complex analysis of issues and institutions that profoundly affected Americans, resulted in two Pulitzer Prizes for national reporting (they were finalists for the award six times), six George Polk awards and various other honors.
Mr. Barlett was 88.
