A new study by the National Newspaper Association has found that subscriber cancellations have dropped from previous levels.

From FishbowlNY

In an effort to survive their recent economic struggles, newspapers across the country have increased home delivery and single copy prices.

But a recent study by the Newspaper Association of America has revealed that despite increased prices, fewer subscribers are canceling their subscriptions.

According to data from the the NAA’s 2009 Circulation Facts, Figures and Logic study, the percentage of subscribers who have canceled their subscriptions fell to 31.8 percent last year, compared to 54.5 percent several years ago in 2000.

NAA President and CEO John F. Sturm attributed this lack of churn to newspapers’ focus on retaining readers in prime markets in order to give advertisers the most for their money. The study’s data also revealed that readers were drawn in through new business models and multi-platform content, the NAA said.

Well, at least the industry is doing something right. And readers are staying loyal and sticking by their papers even as sub prices rise. It’s heartening news.

Is the glass half empty of half full.  Yes the cancellations have slowed but they are also working on a much lower base which has been pinching the papers.  The fact that nearly 32% of subscribers have cancelled their papers is nothing to cheer about. 

How does the newspaper benefit if they raise their subscription prices 25% but lose 30% of their base?  The day of the $10 Sunday New York Times is probably not far off but there will be few buyers at that price.

 

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