So the runt of a newspaper that is The Boston Herald has finally fallen to third place, according to Metro Boston.
Metro is now Greater Boston’s second-largest newspaper, according to audit figures released yesterday by an independent firm that showed the free daily’s circulation jumped 12 percent in the second quarter this year.
The audit showed the Metro has jumped ahead of The Boston Herald as the No. 2 newspaper in the market, behind only The Boston Globe.
Of course, The Metro is free and The Herald isn’t. But prices on newspapers and magazines aren’t substantial revenue streams; they just exist to show advertisers that readers value the content. What’s the point when your actual readership numbers are free-falling?
Our intrepid friends at Boston Magazine report:
Metro Publisher Stuart Layne, who began running the freebie 11 months ago, has been predicting this for months. “We made some dramatic, strategic changes here. We decided we were going to be a real newspaper, not just something that’s handed out on the street,” he told us today. “We doubled the sports pages, doubled the local pages. We marketed the brand. This was not ‘Cross your fingers and hand out more papers.’”
Previously: The Boston Herald Sucks
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