Paths to subscription

• Study

  Topic Hunters subscribe for news about a particular topic or issue

• Study

  The Locally Engaged subscribe because they care about the community

• Study

  Social Media-Mobile Discoverers subscribe after high-quality engagement on digital platforms

• Study

  Journalism Advocates subscribe to support a free press

• Study

  Life Changers subscribe because they just moved or changed jobs

• Study

  Coupon Clippers subscribe to get print coupons and save money

• Study

  Print Fans subscribe because they love relaxing with a paper

• Study

  ‘Friends and Family’ subscribers need news to support relationships with people

• Study

  Methodology

• Study

  Appendix 1: Respondents’ demographics and news behaviors

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