Habit Forming: What Northwestern’s Medill School discovered about the real keys to sustainable digital subscriptions

Tim Franklin, Edward Malthouse and Christine Taylor
Tim Franklin, Edward Malthouse and Christine Taylor
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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

Register to attend

Reserve your hotel room

First-time newspaper attendees – those who have never attended an Inland or SNPA annual meeting before – can register at the first-time rate of $595 (members) or $895 (non-members).

Team discounts also are available to newspapers that send five or more employees from the same paper.  Contact Carley Lintz at clintz@inlandpress.org to request the team discount for the fifth (and additional) staff members.

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