Arlington, VA – A study conducted by researchers at University of Minnesota’s Hubbard School of Journalism and Mass Communication in cooperation with the News Media Alliance and the Minneapolis-St. Paul-based Star Tribune uncovered new drivers of digital news media subscriptions that provide news publishers keys to growing subscription revenue. The study, which surveyed consumers in Minnesota, found that those who have entertainment subscriptions (e.g., Netflix, Amazon, Spotify, etc.) are more likely to purchase a digital subscription to a newspaper, and there is a positive correlation between spending more on entertainment subscriptions and spending more on news media subscriptions.
The objective of the study was to understand consumers’ willingness to pay and motivations for subscribing to news, entertainment media and sports content. Specifically, the researchers wanted to know how newspaper subscription costs fit in to consumers’ overall subscription budget. The survey was conducted with Minnesota residents between April 24 and June 4, 2019, and received just under 500 responses. The responses were weighted to reflect the U.S. Census data for the state of Minnesota.
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