Discounts lure in new subscribers but many cancel rather than pay more

By Aisha Majid, PressGazette, Sept. 28, 2023

Discount offers are effective in attracting new subscribers to newsbrands, but many consumers are reluctant to move onto a full-price subscription once the trial ends, according to a new report from the Reuters Institute for the Study of Journalism (RISJ).

At least one-third of news subscribers cancelled or renegotiated their subscription price in the last year, according to the research based on survey data from 20 countries and interviews in the UK, US and Germany.

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