Banking on digital growth

Boston Globe proves a regional paper can boost business via online subscribers


A decade ago John Henry, the Boston Globe’s entrepreneurial owner, noticed the one growth area amid the news company’s business: digital subscriptions. The Globe has focused on that area relentlessly since then and proven that a digital-subscription-oriented business model can succeed in regional markets and not just with national newspapers such as The New York Times, The Wall Street Journal and The Washington Post.

Although the Globe’s digital circulation growth softened over the past year, it continued to move in the right direction, and the company’s leaders say that will continue. The Globe’s editor, Nancy Barnes, and Vice President of Consumer Analytics Tom Brown explained their approach in an email Q&A with the 2023 State of Local News Report’s Penelope Abernathy.

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