| Reason for subscribing | Digital | |
|---|---|---|
| Publication factors | ||
| Received discounts /promotions | 25% | 39% |
| Coverage of a particular topic | 38% | 25% |
| Want accurate news | 30% | 32% |
| Want coupons | 6% | 25% |
| Consumer factors | ||
| Wanted access to local news | 62% | 60% |
| Wanted to support local journalism | 38% | 29% |
| Recently moved to the area | 15% | 17% |
| Have more time than before | 6% | 10% |
| Have more money than before | 7% | 8% |
| Friends or family used it | 6% | 8% |
| Got it at work or school | 5% | 5% |
| Both consumer and publication factors | ||
| Noticed many useful articles | 47% | 36% |
