Appendix 2: Analytical Definitions of Paths

Digital Paywall Converters

There are 857 Digital Paywall Converters. The path is defined by two elements: 1) Have a digital or bundled subscription; and either 2) A trigger factor is hitting the article limit, or a top benefit is an unlimited number of digital stories, or in their own words they say they subscribed due to a paywall/wanting access.

Topic Hunters

There are 941 Topic Hunters. The path is defined by two elements: 1) Topic or issue coverage is a very important reason they subscribe; and either 2) An important background factor was topic coverage, or in their own words they say they subscribed due to a topical focus.

The Locally Engaged

There are 733 Locally Engaged. The path is defined by three elements: 1) An important background factor was access to local news; and 2) In their own words, they say they subscribed for local news; and 3) They either regularly follow news about local politics and government or news about their neighborhood/town.

Social Media-Mobile Discoverers

There are 777 Social Media-Mobile Discoverers. The path is defined by three elements: 1) Get news often on a cell phone; and 2) Use social media often; and 3) Interact with the paper by either getting news alerts, following its journalists on social media, or sharing content.

Journalism Advocates

There are 968 Journalism Advocates. This path is defined by several elements: They could either say 1) An important background factor is concern about the accuracy of reporting from free news sources; and 2) A trigger factor is either seeing messaging about supporting journalism or being motivated by recent verbal attacks of the press. Or, 1) They rate their paper’s news and information as very or completely reliable; and 2) Rate either dealing with all sides fairly or a willingness to admit its mistakes or that it helps them get reliable and accurate information as extremely important to their use of the paper; and either 3) An important background factor is concern about the accuracy of reporting from free sources or in their own words say trust or quality was an important reason they subscribed.

Life Changers

There are 671 Life Changers. The path is defined by two elements: 1) An important background factor is either more time to use it, more money to spend, or recently moved; and 2) A trigger factor is either recently moved to the area, life change, or other change.

Coupon Clippers

There are 505 Coupon Clippers. The path is defined by three elements: 1) An important background factor was coupons; and 2) A key trigger factor was coupons; and 3) One of the biggest benefits of their subscription is coupons.

Print Fans

There are 661 Print Fans. The path is defined by two elements: 1) Prefer or only receive a print version of their paper; and 2) In their own words, say they subscribed for either convenience of print or because of a long relationship with the paper.

Friends and Family

There are 610 Friends and Family. The path is defined by one element: 1) Either friends or family using it was an important background factor and they either saw friends or family share content from the paper or used to read the print copies of friends or family, or they were triggered by a discussion with friends and family, or an extremely important reason they use it is to help them talk to friends and family.