37 Percent of Newspaper Subscribers Are Habitual

More than a third of local newspaper subscribers do so partly out of habit. Thankfully, less than 10% renew purely out of habit. In our monthly Ad Age/Ipsos Observer American Consumer survey, we dug a little into what the remaining newspaper subscribers are looking for when they sign up for the year.

Half said it was the local news that was the main driver but one in five said coupons were what compelled them to pick it up off the porch each morning.