Local news, differentiated content key to retain subscribers

New York: In order to woo more readers and keep subscribers intact, news outlets need to strongly focus on local news amid maintaining a regular reading habit, a new study has said, stressing upon the value of “differentiated content” to stay afloat in the digital era.

According to Northwestern University’s Medill Local News Initiative, the analysis of both the big metros and the small newsrooms showed the surprising finding that page views and depth of reading were not major factors in keeping subscribers which holds true for all news markets globally. National news was more important for subscriber retention in small markets, and sports coverage was less of a retention driver, the findings showed.

The differences identified between the metros and the small outlets were illuminating, especially the strong demand for national news by small-market website readers. “It’s highly associated with retention. Not as associated with local news, but it’s very highly significant. What that tells me is that I think in these smaller places people still go to the local newspaper – it’s their window to the world,” said Ed Malthouse, Research Director, Spiegel Research Center at the Medill School of Journalism. “The frequency effect is pretty constant across all markets,” Malthouse added.

Malthouse said the value of “differentiated content” — including local news that readers can’t get elsewhere – was demonstrated in both studies. In Spiegel’s analysis, the 12 small news outlets showed reader habit strongly linked with subscriber retention. The small-markets study showed that among those who read no local stories in a month, the percent who canceled their subscriptions during that month was 0.7 percent. Those who read one local article had a cancellation rate of about 0.4 percent. The cancellation rate decreased to 0.3 percent for those reading 10 local articles, and 0.26 percent for those reading 50 or more local articles. (IANS)

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