ERIC Number: ED117701
Record Type: Non-Journal
Publication Date: 1974-Apr
Reference Count: N/A
Why People Subscribe and Cancel; A "Stop-Start" Survey of Three Daily Newspapers. An ANPA News Research Center Study, News Research Bulletin, No. 3.
McCombs, Maxwell; And Others
This study examines the reasons for cancellations of the newspaper, who makes the decision to stop the newspaper in each household, why the subscriber initiated service and who makes this decision, and why people read a newspaper. The sites selected for this study were Evansville, Indiana ("Evansville Press"), Raleigh, North Carolina ("The News and Observer"), and Los Angeles, California ("Los Angeles Times"). The study of new subscribers and those cancelling their subscriptions demonstrates that readers take a newspaper for both news coverage (content) and for psychological satisfaction (relaxation and enjoyment), but that they stop taking the newspaper mainly because of unsatisfactory delivery service, the cost of the newspaper, and lack of time to read the newspaper. While the decision to subscribe to a newspaper is usually a joint one, the decision to stop seems to be rather evenly divided among husbands, wives, and joint agreements. Husbands and wives seem to take the newspaper for about the same reasons, but to stop it for slightly different reasons. While reasons for taking the newspaper fall into two groups (content and psychological satisfaction), the reasons for stopping the newspaper are more diverse. (Tables are included). (RB)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: American Newspaper Publishers Association, Washington, DC.