An April 30, 2007 release on the Newspaper Association of America website shares the results of a study by the NAA on subscriber retention and churn. The study finds that "recent changes in traditional circulation marketing strategies are meeting the changing media habits of today’s consumers and the targeting needs of advertisers."

Here are some highlights from the study:

...“Newspapers have reinvented their circulation marketing strategies by applying innovative and sophisticated practices to two traditional responsibilities: audience development and distribution,” said NAA President and CEO John F. Sturm. “While we all know that traditionally circulation has focused on delivering net-paid circulation of the core product, the role of circulation departments today is to deliver responsive audiences through marketing and delivery of products across multimedia platforms.”

According to preliminary findings from the NAA 2007 “Circulation Facts, Figures & Logic,” a biennial study of newspaper and circulation marketing practices, newspapers are retaining subscribers in greater numbers, with subscriber churn down 36.5 percent in 2006, compared with 42.1 percent in 2004 and 54.5 percent in 2000. In addition, newspapers continue to reduce their reliance on telemarketing as a source for new subscribers, with telemarketing sales dropping to 35 percent in 2006, compared with 58 percent in 2000.

The report also shows how newspapers are continuing to meet the needs of advertisers by leveraging the distribution infrastructure developed for zoning advertising and using the expertise to deliver national products, their own specialty offerings and advertiser products such as catalogs and product samples.

According to the report, 51 percent of the newspapers surveyed said they are increasing their ability to improve distribution. Among the larger papers (more than 25,000 circulation), 60 percent of dailies are delivering products for other publications and advertisers...

Click here to read the NAA release in its entirety on the NAA website.