Study

Digital Paywall Converters are people who bought a digital subscription because they hit a limit of free stories they could read online and wanted unlimited [...]

Topic Hunters are highly interested in one or two certain subjects—such as local politics or local college or high school sports—and this interest was a [...]

The Locally Engaged are a group keenly interested in content about the community and its institutions, and they want to be engaged and informed locally. [...]

Social Media-Mobile Discoverers are subscribers who engage with the newspaper and its journalists on social media and read the paper on mobile devices. They get [...]

Journalism Advocates are motivated by wanting to support journalism, and for many, their immediate trigger to subscribe was either a concern about verbal attacks on [...]

This survey was conducted by the Media Insight Project, an initiative of the American Press Institute (API) and The Associated PressNORC Center for Public Affairs [...]

Life Changers as a group decide to subscribe because of a transition in their own circumstances, not because of something the newspaper itself recently did. [...]

Coupon Clippers are pretty self-explanatory—these people decided to pay for the newspaper at least in part because they value the coupons they can cut out [...]

The Print Fans often like the “experience” of a printed newspaper. In their open-ended descriptions, they talk about sitting with the paper and having their [...]

The Friends and Family group subscribed because they found the publication through their loved ones and, in some cases, saw it as a way to [...]