This survey of more than 4,100 recent newspaper was large enough to break down some differences within the population:
- Medium of preference: How digital subscribers differ from print subscribers
- Age: How younger subscribers compare to older subscribers
- Market size: How new subscribers in small towns and big cities are different
- Political views: What drives Republicans or Democrats to subscribe to local news
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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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