The key to retention is to keep subscribers coming to the website regularly, as shown in past Medill School research. But Medill’s new index goes further into the issue by tracking the level of a newsroom’s engagement with digital-only subscribers and measuring its share of subscribers who are considered at-risk.
Data from the nearly 50 news outlets participating in the index show an average of more than 95% of their subscribers continuing as paying customers every month. But most days those customers are not visiting those websites.
