NAA: Subscriber churn settles
Posted by Lisette García on September 30, 2009 at 10:53 AM
Subscriber churn - that is, the number of people who cancel their subscriptions - has fallen drastically, Editor & Publisher reported today. In 2008, churn fell to 31.8 percent from 54.5 percent in 2000, according to the Newspaper Association of America, which just released its 2009 Circulation Facts, Figures and Logic study.
"As the fall in subscriber churn indicates, publishers have focused their efforts on retaining subscribers in key market segments that translate into maximum advertiser value," said John Sturm, president and CEO of the NAA, according to E&P.
"As the fall in subscriber churn indicates, publishers have focused their efforts on retaining subscribers in key market segments that translate into maximum advertiser value," said John Sturm, president and CEO of the NAA, according to E&P.
The new report from the NAA found that 32 percent of newspapers priced their daily edition at 75 cents at the end of 2008 compared to 2 percent in 2006. The seven-day, home-delivered weekday rate also rose to US$3.66 in 2008 from $3.37 in 2006.
That said, newspapers are also extending discounts to hang on to subscribers. In 2008, 92 percent of newspapers offered a discount with a recurring payment plan. Additionally, 15 percent of newspapers outsource home delivery while 40 percent deliver other publications, according to the study.
That said, newspapers are also extending discounts to hang on to subscribers. In 2008, 92 percent of newspapers offered a discount with a recurring payment plan. Additionally, 15 percent of newspapers outsource home delivery while 40 percent deliver other publications, according to the study.
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