By: Matt Lindsay
President Mather Economics
When we work with publishers on pricing strategy, it is quickly apparent most subscribers do not stop their subscriptions due to price changes. If they are not concerned about the price level, why would customers stop their subscription?
The reason is often the friction in the payment process, such as expired credit card numbers or a service issue. But the people who contact the newspaper about a missed newspaper delivery are often more likely to stay. It could be they were not engaged with the content during their initial subscription term or were convinced to subscribe by an aggressive salesperson.
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