Local Publishers Face Key Test In Keeping Readers After Pandemic

The coronavirus pandemic has been painful for publishers that have lost advertising revenue. But it has also been an opportunity to promote paid subscriptions. Local newspapers that offered 90-day trial subscriptions for free or at steep discounts need to have a strategy to retain those readers as lockdowns ease and many people get back to their former routines. News outlets are seeing signs of "stickiness" among digital subscribers who signed up while they were stuck at home, according to a report this week by Mark Jacob, a former newspaper editor chronicling the progress of Northwestern University's Medill Local News Initiative. He provides several insights from publishers of all sizes, including Gannett, Tribune Publishing and Oahu Publications. Gannett, the biggest newspaper chain in the U.

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