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Paid content and paywalls (Page 3)

The 3 types of news subscribers: Why they pay and how to convert them

Introduction Who pays for news? Why do they pay? Who does not pay for news and why not? Earlier this year, we conducted a nationally representative survey to answer these fundamental questions facing the news industry. In the second phase of the Media Insight Project, a collaboration of the American Press Institute and The Associated […]

News subscriber archetypes

When it comes to paying for news and information, our research found that subscribers tend to fit one of three archetypes, each with different habits, attitudes and motivations toward subscriptions. Note that these archetypes are based on behavior, attitudes and beliefs, not demographics. That means an individual person’s category will not change over time just […]

Other insights

In addition to the archetypes, we identified six other notable insights related to how people think about news subscriptions. These findings are themes that emerged across the archetypes. They indicate areas of opportunity and useful problems to solve, and they can help to inform product development and content, distribution, marketing and revenue strategies for publishers. […]

Who pays for news in general and why

Despite an increasing number of free news options available, a majority of adults pay for a news source of some sort. Again, 53 percent of adults report they either pay for a newspaper, magazine, news app, or news site, or donate money to public radio, public television, or a nonprofit news organization. And 65 percent […]

Newspaper subscribers vs. other types of subscribers

Within the universe of people who pay for news, the survey identifies those who subscribe to newspapers and those who do not. In all, 54 percent of people who pay for news subscribe to a newspaper, and there are a number of differences between newspaper subscribers and subscribers of other news sources.1 Newspaper subscribers tend […]

Who does not pay for news

Slightly less than half of Americans in the survey say they do not pay for news from a newspaper, magazine, news app, news site, or donation to nonprofit journalism. Nonetheless, many of those who do not pay for these sources still follow a great deal of news, just less than subscribers do. For instance, many […]

“Seekers” vs. “Bumpers” and a potential target for news organizations

In research that the Media Insight Project produced in 2015, we innovated a concept that we think has become an important one in trying to understand the future of news. We asked people whether, on balance, they were more likely to actively seek out news or whether they were more likely to bump into it […]

Print vs. digital subscribers: Demographic differences and paths to subscription

Overall, 58 percent of subscribers describe themselves as primarily print-oriented, and 28 percent say they are primarily digital. Among just newspaper subscribers, even more (75 percent) describe themselves as print-oriented. But these numbers look very different when we break people down by demographic groups. Among those who pay, Hispanics are particularly likely to use primarily […]

Price and paying for news

If subscriptions are going to play a bigger role in the future of journalism, then another area of growing importance is pricing. How sensitive are people to the price of the news? If the price were lower, or structured differently, might more people pay? Or are those who pay for news a relatively smaller group […]

How do younger news payers differ from older news payers?

In the end, the future of the news industry hangs on whether younger audiences engage with news strongly and if the group often called Millennials is willing to pay for the news directly. What does the survey indicate about that? To know, we need to take a deeper look at the attitudes of the youngest […]

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