Thursday, October 1, 2009

Newspaper Subscribers Stick Around Longer, Pay More

NEW YORK (AdAge.com) -- Amid all the bleak news for newspapers, there's something good going on: Subscribers are sticking with their papers for longer -- and frequently paying more.

The cancellation rate for newspaper subscribers has plunged pretty incredibly, to 31.8% last year from 54.5% in 2000 and from 36.6% in 2006, according to new statistics out from the Newspaper Association of America. That's despite price increases for home delivery, which brought the average seven-day delivery price to $3.66 in 2007 from $3.37 in 2006.

How are newspapers -- frequently cast as the internet's saddest victims -- pulling this off during the terrible economic times?

It was necessity: They couldn't keep running up paid circulation numbers at any cost and expecting advertisers to pay all the bills.

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