The magic 400,000 mark
While the latest Audit Bureau of Circulations numbers for the Herald were certainly discouraging, things weren’t much better on Morrissey Boulevard. The Globe’s Sunday circulation for the six months ending March 31 was down slightly more than 10 percent — to 604,068 — compared with the same period the year before. That’s dangerously close to the magic 600,000 mark. But the real milestone was set when daily circulation dropped 8.5 percent, to 397,288, putting the paper under the crucial 400,000 barrier, which is a kind of psychological setback. Some of that decline, the paper has maintained, is a result of the Globe cutting back on discounted “bulk sales” that are viewed as unreliable by advertisers. But the lingering question is whether the Globe’s infamous January snafu, in which the company accidentally released credit-card info on 240,000 Globe and Worcester Telegram & Gazette subscribers, played a role in knocking circulation below 400,000. The Globe’s own story on the subject on Tuesday said the paper lost about 5000 subscriptions as a result of that mess — but added that some of those subscribers had re-upped and that those cancellations only affected the last two months of the six-month circulation-reporting period.
So the answer is: it sure didn’t help.