Newspaper Subscribers vs. Non-Subscribers: Further Segmentation Offers New Insights.

A study analyzed the attitudes of newspaper subscribers and nonsubscribers to determine whether the two groups were truly distinct, homogenous segments of the public or whether there were "atypical" subscribers and nonsubscribers. Data were gathered through telephone interviews with more than 1,000 adults in the southeastern United States. Based on their responses to a number of questions related to newspaper use, these adults were segmented into four groups: (1) hard-core newspaper subscribers, who indicated that they would continue subscribing to a given newspaper; (2) marginal subscribers, who said they might stop subscribing; (3) potential subscribers, who said they might begin subscribing; and (4) hard core nonsubscribers, who indicated that they would not begin subscribing. Analysis of data generated in the study revealed that newspaper subscribers and nonsubscribers are not distinct, homogenous groups. When segmented to reflect strength of commitment to continue subscribing, the respondents indicated that there are atypical subscribers and nonsubscribers who share many of the same demographic and news content interest characteristics. The findings suggest that two segments of the reading audience are of critical importance to newspapers--the marginal and the potential subscriber. By identifying the members of these segments, newspapers can focus their promotional and marketing efforts on the people most likely to affect circulation trends. (FL)