Digital Paywall Converters
There are 857 Digital Paywall Converters. The path is defined by two elements: 1) Have a digital or bundled subscription; and either 2) A trigger factor is hitting the article limit, or a top benefit is an unlimited number of digital stories, or in their own words they say they subscribed due to a paywall/wanting access.
Topic Hunters
There are 941 Topic Hunters. The path is defined by two elements: 1) Topic or issue coverage is a very important reason they subscribe; and either 2) An important background factor was topic coverage, or in their own words they say they subscribed due to a topical focus.
The Locally Engaged
There are 733 Locally Engaged. The path is defined by three elements: 1) An important background factor was access to local news; and 2) In their own words, they say they subscribed for local news; and 3) They either regularly follow news about local politics and government or news about their neighborhood/town.
Social Media-Mobile Discoverers
There are 777 Social Media-Mobile Discoverers. The path is defined by three elements: 1) Get news often on a cell phone; and 2) Use social media often; and 3) Interact with the paper by either getting news alerts, following its journalists on social media, or sharing content.
Journalism Advocates
There are 968 Journalism Advocates. This path is defined by several elements: They could either say 1) An important background factor is concern about the accuracy of reporting from free news sources; and 2) A trigger factor is either seeing messaging about supporting journalism or being motivated by recent verbal attacks of the press. Or, 1) They rate their paper’s news and information as very or completely reliable; and 2) Rate either dealing with all sides fairly or a willingness to admit its mistakes or that it helps them get reliable and accurate information as extremely important to their use of the paper; and either 3) An important background factor is concern about the accuracy of reporting from free sources or in their own words say trust or quality was an important reason they subscribed.
Life Changers
There are 671 Life Changers. The path is defined by two elements: 1) An important background factor is either more time to use it, more money to spend, or recently moved; and 2) A trigger factor is either recently moved to the area, life change, or other change.
Coupon Clippers
There are 505 Coupon Clippers. The path is defined by three elements: 1) An important background factor was coupons; and 2) A key trigger factor was coupons; and 3) One of the biggest benefits of their subscription is coupons.
Print Fans
There are 661 Print Fans. The path is defined by two elements: 1) Prefer or only receive a print version of their paper; and 2) In their own words, say they subscribed for either convenience of print or because of a long relationship with the paper.
Friends and Family
There are 610 Friends and Family. The path is defined by one element: 1) Either friends or family using it was an important background factor and they either saw friends or family share content from the paper or used to read the print copies of friends or family, or they were triggered by a discussion with friends and family, or an extremely important reason they use it is to help them talk to friends and family.
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- Digital Paywall Converters subscribe because they want unlimited articles
- Topic Hunters subscribe for news about a particular topic or issue
- The Locally Engaged subscribe because they care about the community
- Social Media-Mobile Discoverers subscribe after high-quality engagement on digital platforms
- Journalism Advocates subscribe to support a free press
- Methodology
- Life Changers subscribe because they just moved or changed jobs
- Coupon Clippers subscribe to get print coupons and save money
- Print Fans subscribe because they love relaxing with a paper
- ‘Friends and Family’ subscribers need news to support relationships with people
- Appendix 1: Respondents’ demographics and news behaviors
- Appendix 2: Analytical Definitions of Paths
- How different types of recent subscribers vary
- Paths to subscription: Nine common journeys from reader to subscriber
- Paths to subscription: Nine common journeys from reader to subscriber
- What drives Republicans or Democrats to subscribe to local news
- How subscriber motivations vary in big and small markets
- Younger subscribers: What the future of paying for local news looks like
- Paths to Subscription: Why recent subscribers chose to pay for news
- Digital subscribers: What motivates them to pay and how they are different from print readers
- After conversion: How to engage and retain new subscribers
- What makes people ready to subscribe to local news, and what converts them
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