It’s Good To Live In A Two-Daily Town (Circulation Roulette Edition)

From the Boston Herald’s Good for Us! desk:

Our readership’s on the up and up!

But Scarborough survey finds bad news for Globe

 The Herald’s audience grew at a double-digit clip over the past year while the Globe saw significant declines during the same period, according to the latest Scarborough Report, which tracks how many people actually read each paper.The Scarborough data show Herald daily readership up 15 percent to 494,000 and 19 percent to 442,000 readers on Sundays from March 2011 to this February. Globe daily readership dropped 11 percent during that time, while its Sunday numbers dipped 4 percent.

Interestingly, the Globe has nothing to say – at least so far – on the subject. Lucky for us, the ever-trenchant Dan Kennedy has this for us at Media Nation:

About a month after the Audit Bureau of Circulations (ABC) reported that the Boston Herald’s paid circulation was falling and the Boston Globe’s was rising, the Herald todayoffers the results of a new Scarborough survey that claims exactly the opposite.

OK, not exactly the opposite — the Scarborough report counts total print and Web readership, not papers and digital editions sold. Overall, according to Herald reporter Frank Quaratiello, “The Herald’s print and Web audience rose 6 percent while the Globe’s combined audience dropped 6 percent.”

Dan also helpfully provides the latest ABC numbers, “which show the Globe’s total paid circulation on Sundays is 365,512, whereas the Herald’s is 81,677. On Monday through Friday, it’s 225,482 for the Globe and 103,616 for the Herald.”

Excellent. Now we’re just waiting for the Globe to weigh in.

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5 Responses to It’s Good To Live In A Two-Daily Town (Circulation Roulette Edition)

  1. Curmudgeon says:

    A question if I may, John…

    What is the reputation of the Scarborough report, and how is it viewed ,viz the ABC data?

    • Campaign Outsider says:

      They seem to measure different things, Mudge. I think they’re both regarded as reputable indexes, but Dan Kennedy would be better able to assess them for you.

  2. The Herald publishes a paper on Sundays? Who’da thunk it?

  3. Do the Globe numbers include Boston.com? The non-paywall site?

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