The Locally Engaged are a group keenly interested in content about the community and its institutions, and they want to be engaged and informed locally. They say that access to local news is a major reason they wanted a subscription to the paper, and they closely follow news about local politics or their immediate town […]
Understanding news audiences (Page 3)
We believe the future of journalism must involve news organizations better understanding the needs and behaviors of their audiences. To that end, we conduct innovative research into how Americans get news.
Below you will find other recent insights we have curated about how to reach and serve news audiences.
Social Media-Mobile Discoverers are subscribers who engage with the newspaper and its journalists on social media and read the paper on mobile devices. They get news on a cell phone often and use social media often, and they also interact with the newspaper through news alerts, following it or its journalists on social media, or […]
Journalism Advocates are motivated by wanting to support journalism, and for many, their immediate trigger to subscribe was either a concern about verbal attacks on the press or a response to messaging about quality journalism. Many Journalism Advocates rated their paper as reliable, noted the paper’s accuracy, and cited concerns about accuracy of other sources. […]
Life Changers as a group decide to subscribe because of a transition in their own circumstances, not because of something the newspaper itself recently did. In many ways, this is a group publishers can take clear steps to identify. Many have just moved to the area, and they picked up their new local paper when […]
Coupon Clippers are pretty self-explanatory—these people decided to pay for the newspaper at least in part because they value the coupons they can cut out to save money in stores. They are less likely to closely follow the news content. Before subscribing, most of the Coupon Clippers used the paper’s coupons by buying individual copies, […]
The Print Fans often like the “experience” of a printed newspaper. In their open-ended descriptions, they talk about sitting with the paper and having their coffee in the morning, discovering stories and spending time reading them. They also choose to subscribe because of the convenience of print home delivery, or because they have had a […]
The Friends and Family group subscribed because they found the publication through their loved ones and, in some cases, saw it as a way to connect with them through the news. The paper, in other words, is part of the social flow of their lives. The publication may have been something that they grew up […]
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 […]
When you step back and look at all the things that lead people to subscribe to a newspaper—the background factors, the specific triggers, the lifestyle conditions, and the publication characteristics—patterns emerge. The survey asked an array of questions to get at all of this. Those multiple questions can make the results seem complicated because there […]
In 2017, a Media Insight Project study used two surveys to evaluate similarities and differences between Republicans and Democrats in their news consumption behavior and their attitudes towards the media. It found that while the two parties differed sharply in their opinions and beliefs about the media, they were strikingly alike in their news behaviors. […]