News subscription is a key revenue source for many publications. This report looks at the different reasons people choose to subscribe to news and how publishers can encourage more consumers to pay.
The research, conducted by the Media Insight Project, combines in-depth formative interviews with news consumers and a nationally representative survey. It also explores what types of subscription models are most popular with people and how different demographic groups use news.
Subscribers cite a variety of reasons for their decision to subscribe, but the most common reason is that they feel a connection with the brand’s content. This connection may be based on the quality of journalism or the fact that they support the organisation’s mission. More than 4 in 10 subscribers say that the publication they subscribe to excels at reporting on topics they particularly care about. And nearly 3 in 10 cite the fact that they have a close affinity with one particular journalist.
In addition, a significant proportion of people in both the US and Norway think that they get very good or fair value for their subscription. This finding could be a result of the competitive nature of the subscription market, which has encouraged people to focus on how well their subscription meets their needs.
The research also suggests that it is important for publishers to promote the civic role of their news brand. This can be done by promoting the news brand’s community and values, or by partnering with organisations that share these values. The report shows that the youngest age cohort of paying subscribers, 18 to 34 year olds, are especially likely to be motivated by a desire to support journalism’s civic role.