Improving Digital Subscription Adoption: A Look at Two Newspaper Approaches

By John Murray, Vice President of Audience Development

Newspapers offer subscribers content beyond print through digital offerings. Encouraging print subscribers to activate and use digital products should be part of newspapers’ fundamental marketing objectives. Oftentimes, having readers adopt content on digital platforms can be a challenge. Two newspapers, The Sacramento Bee and The Atlanta Journal-Constitution, have successfully leveraged their digital products through several strategies. While their approaches are different, both newspapers have seen growth in digital subscribers and net revenue.

This report was assembled and edited by NAA staff for NAA members. Our thanks to all of the contributors who shared their experiences. Please contact: if you have questions or comments.

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