In this report, we identify nine distinct “paths to subscriptions”—the motives and conditions that together lead a person to subscribe. New subscribers to small newspapers are more likely than those at large metros to prefer print over digital (85 percent vs. 56 percent) and to subscribe after moving to town (23 percent vs. 13 percent). Subscribers to large metros are more likely than those to small newspapers to subscribe after noticing very interesting articles (45 percent vs. 30 percent).
Half of digital subscribers are prompted to subscribe by tapping a paywall meter, and they are more likely than print readers to be motivated by a desire to support local journalism (38 percent vs. 29 percent). When asked to volunteer in their own words why they decided to subscribe to a newspaper, responses echoed the sense that a complex mix of factors is at play. Question: In your own words, describe why you decided to subscribe to [NAME OF NEWSPAPER].
What gets people ready and what converts them?
Question: How long did you receive news from [NAME OF NEWSPAPER] before you decided to subscribe. Question: How often did you receive news from [NAME OF NEWSPAPER] before you decided to subscribe. BACKGROUND FACTORS RELATED TO PUBLICATION AND CONSUMER ARE IMPORTANT TO PREPARE PEOPLE TO ORDER.
We call these “background factors”: elements that lead people to engage with the publication and then gradually move them toward the decision to subscribe. Which of the following, if any, prompted your final decision to subscribe to [NAME OF NEWSPAPER]. OTHER FACTORS I wanted to support local journalism or journalism in general (VOL). I was talking to friends or family about the news, and it convinced me to subscribe.
After conversion: How do news consumers engage now that they are
It is important to note that responses to this differed particularly by paper size (see section below). So these responses are general in nature and are limited by the nature of the sample of people willing to complete the survey. Among some of the types of new subscribers we break down later in this report, interest in local government grows even more.
New subscribers cite a number of SUBSCRIPTION benefits ranging from PRINT AND DIGITAL ACCESS to NEWS ORGANIZATION SUPPORT. Question: Now that you have subscribed to [NEWSPAPER NAME], which of the following do you consider the greatest benefit of your subscription? Because this sample is of new subscribers who were willing to answer a survey about them.
Digital subscribers: What motivates them and how are they different from print-
Digital subscribers are more likely than print readers to live in the city and subscribe to major metropolitan areas. Print readers say that access to local news was very or extremely important to their decision to subscribe, followed by a promotion or discount, and noticing some useful or interesting articles. Access to local news is once again the most popular among digital readers, but many also say they noticed some helpful or interesting articles, were looking for a source that covered a particular topic or topic, and wanted to support local journalism.
Print subscribers and digital subscribers differ in what they see as the biggest benefits of their subscriptions. Print media subscribers enjoy their bundled access to print and digital news the most (52 percent versus 26 percent for digital), suggesting that even print-savvy subscribers make healthy use of digital access at certain times of the day. Both print and digital subscribers are likely to say they feel good about supporting the news organization.
Younger subscribers: What does the future look like and how are they different
YOUNGER SUBSCRIBERS ARE MORE LIKELY TO PREFER DIGITAL AND GET NEWS ON SOCIAL MEDIA. Older readers are more likely to have used a newspaper app or to have signed up for news alerts. However, younger readers are more likely to have followed the news organization on social media.
Older subscribers are more likely to say they subscribed to their newspaper for local news, younger subscribers are more likely to say coupons. Younger respondents are more likely to cite discounts and hitting a paywall as triggers for signing up. Younger subscribers are more likely to cite feeling good about supporting a news organization as a major benefit.
Market sizes: What are the variations in motivation/value proposition by size of
DISCOUNTS AND PAYWALLS ARE MORE LIKELY TO BE A TRIGGER FOR RESPONDENTS FROM LARGE PAPERS THAN SMALL PAPERS. Heavy metro subscribers are also more likely to say they had just read an article they really liked that prompted them to subscribe. RESPONDENTS FROM LARGER NEWSPAPERS ARE MORE LIKELY TO FOLLOW NATIONAL NEWS, WHILE RESPONDENTS FROM SMALL NEWSPAPERS ARE MORE LIKELY TO FOLLOW LOCAL NEWS.
At the same time, subscribers to small newspapers are more likely than subscribers to larger newspapers to follow news about their area. Democrats are more likely than independents or Republicans to say it was important for them to have access to news about their local community, although it is the top factor for all three groups. Although the differences are small, Republicans and independents are more likely than Democrats to say getting coupons or seeing a promotional offer was important to their decision to sign up.
While the Partisan trigger factors are largely the same, Democrats are more likely to take the plunge to subscribe to support. Democrats are more likely than independents or Republicans to say they are moved by a message about supporting journalism for the good of the community and country, or by recent verbal attacks on the press. Democrats are also more likely than independents or Republicans to have been triggered by a paywall, but less likely to want their breaking point to want coupons.
Democrats are also more likely than independents or Republicans to say that excellent coverage of topics is important. However, Democrats are more likely than independents or Republicans to say it is important that their newspaper deals fairly with all parties and helps them get reliable and accurate information. As for more practical factors, Republicans and independents are more likely than Democrats to say it's important that their newspaper helps them save money.
Democrats, on the other hand, are more likely than independents or Republicans to say it's important for their feed to be enjoyable or entertaining.
Paths to subscription: Nine common journeys from reader to subscriber
After subscribing, they are likely to share content, and more likely than other subscribers to use the newspaper's mobile app and access articles through search engines. Digital paywall converts are more likely than other subscribers to live in urban areas and are nearly twice as likely to subscribe to a major metro newspaper. They are also much more likely than other subscribers to cite useful articles and supportive journalism.
They are also far more likely than other subscribers to interact with their feed digitally, including subscribing to email newsletters or news alerts. Digital Paywall converters are more likely than other subscribers to mention unlimited articles and feel good about news media support. Topic Hunters are at least 20 percentage points more likely than other subscribers to say that each of these reasons were key factors.
They are also more likely than other subscribers to mention that they want access to local news, have recently moved to the area, or see many interesting articles as background factors. They are more likely than other subscribers to value the paper's accuracy and reliability, its willingness to admit mistakes, and the fact that it is a check on those in power. They are more likely to prefer digital content than other subscribers (36 percent versus 23 percent), though the majority of social media mobile explorers still prefer print (60 percent).
More often than other subscribers, they cite all three factors as important when considering a subscription. They are less likely than other subscribers to mention a promotion or discount on a subscription or a specific topic. They cited each of these factors as important more often than other clients.
They are less likely than other subscribers to say they follow high school, college or professional support, crime or the weather. They are also more likely than other subscribers to worry about access to giveaways or other benefits available only to subscribers. Print Fans often follow local politics (45 percent) and national politics (40 percent), and are more likely than other subscribers to value their newspaper being entertaining (55 percent vs. 38 percent).
Respondents’ demographics and news behaviors
Question: How often, if at all, have you used each device or technology to get news and information in the past week. The majority of respondents to this survey identify themselves as people who are more likely to seek out the news they want (86 percent) rather than bump into it while doing other things (13 percent) . But among these subscribers, the majority say they prefer to get the news only once or a few times a day (67 percent), while about a third (31 percent) prefer to get news throughout the day.
In a separate study16, the Media Insight project conducted qualitative interviews using a methodology called Human Centered Design. Virtual voice assistants E-reader Social media Tablet PC Radio Mobile phone Print versions of newspapers/magazines Desktop/Laptop TV. One group, which we call civically committed, is driven to subscribe to news out of a sense of citizenship and even an emotional motive, a desire to support journalism and connect with the community.
Another group, which we call Thrifty Transactors, are more motivated because they think the news will help them, especially in saving money, and who say they are looking for coupons and also subscription discounts. A third group, Elusive Engagers, are the least likely to subscribe, and when they do subscribe, they say it's because it's information they can't find for free, often around a specific topic. In this study, respondents were asked to choose which set of group characteristics best described them.
Analytical Definitions of Paths
