Habit Forming: What Northwestern’s Medill School discovered about the real keys to sustainable digital subscriptions
Tim Franklin, Edward Malthouse and Christine Taylor
Extensive research and data analysis by the Local News Initiative at Northwestern University’s Medill School of Journalism, Media, Integrated Marketing Communications identified reader habits as vital to retaining online subscribers – but they also encountered some surprises along the way. For instance, subscribers who read a lot of stories and read them more deeply were not more likely to keep their subscriptions.
On Tuesday morning at the SNPA-Inland Annual Meeting, our presenters will detail what really works to cultivate readers willing to pay for your valuable digital news content.
Our presenters are:
Tim Franklin, senior associate dean and head of the Local News Initiative, Medill School of Journalism, Media, Integrated Marketing Communication, Northwestern University
Edward C. Malthouse, Erastus Otis Haven Professor, Northwestern’s Media Management Center, and research director, Medill IMC Spiegel Research Center
Christine Taylor, managing editor, audience, Chicago Tribune