Paths to Subscription: Why Recent Subscribers Chose to Pay for News
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OverviewThe Media Insight Project, a collaboration of the American Press Institute and The Associated Press-NORC Center for Public Affairs Research, has conducted a series of studies over the last 18 months to understand what moves readers to subscribe.
This study may be the largest study ever undertaken of people who have recently subscribed to newspapers. It surveyed people who subscribed in the last three months to 90 local newspapers across the country. The survey of more than 4,100 recent newspaper subscribers captures their motives and mindsets at the time of the decision. The sample was large enough to see differences among large papers and small, reader preferences for digital consumption versus print, Democrats versus Republicans, and a host of other factors.
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