News subscription
More people than ever have access to paid content behind paywalls, including via free trials and through their jobs. Amid a slowing advertising market, some major news outlets are shifting to subscription models that seek direct revenue from readers. But are they doing enough to convince their audiences that the news is worth the price?
This article draws on in-depth formative interviews and a nationally representative survey to understand the motivations of paying news consumers and why some are turning off subscriptions. It focuses on the Norwegian case, which is considered to be the world’s most mature market for subscription-based online news.
It identifies three news subscriber personas or “archetypes”: Civically Committed support missions and initiatives that align with their personal values; Thrifty Transactors value practicality and are highly selective about the publications they purchase; and Elusive Engagers see news and information as a commodity that can be obtained for free. The findings suggest that smart publishers can target their acquisition and retention efforts to these groups in ways that resonate with them.
Despite popular narratives that young people are not interested in or willing to pay for news, the study finds that almost four in 10 of the youngest adults (age 18-34) do indeed subscribe. They tend to do so because they believe a particular publication excels at coverage of certain topics they care about, because friends and family members subscribe to the same news source, and – to a lesser extent — because of discount promotions offered on subscription prices.
