Editor & Publisher reported that circulation among the top 25 newspapers in the country is down, way down.
The Globe was down 13.68% in the past 6 months ending March 2009. Advertisers will respond accordingly. Maybe Boston.com will make up some of the redeployed ad spending.
What surprises me is the Globe circulation: 302,638. I thought it was 500,000. Is 10% or less penetration in a major market (metro population is around 3,000,000 although the CSMA is >5,000,000, IIRC)?
Note that the WSJ is the only paper in the top 25 that held its circulation. Smaller markets did worse.
Memo to the Globe: emulate the Journal’s print/on-line strategy. Seems to work.