News & Publishing

Getting readers is one thing; keeping them is another

From Behavioral Data to Exclusive Content, Newspapers are Creating Valuable Strategies to Retain Readers

By: Gretchen A. Peck
The “Trump Bump” phenomenon experienced by national and larger regional newspapers in the wake of the presidential election brought a sea of new subscribers to their print and digital titles. Whether that was a direct response to the anti-press rhetoric that’s been pervasive in national politics, or whether people just finally realized that news has value, is still up for speculation and study. But the phenomenon was real for those larger titles, which now must make concerted efforts and campaigns to appeal to these new readers, and to keep their interest and retain their subscriptions.
Photo courtesy of The New York Times

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