| Motivation for subscribing | Percent |
|---|---|
| Consumer factors | |
| Wanted access to local news | 60% |
| Wanted to support local journalism | 31% |
| Recently moved to the area | 16% |
| Have more time than before | 9% |
| Have more money than before | 8% |
| Friends or family used it | 7% |
| Got it at work or school | 5% |
| Publication factors | |
| Received discounts / promotions | 35% |
| Want accurate news | 31% |
| Want coverage of a topic | 28% |
| Wanted to get the coupons | 20% |
| Both consumer and publication factors | |
| Noticed many useful articles | 40% |
