Nearly 7,000 people threatened to cancel their newspaper subscriptions. Here’s what got them to sta

By Laura Hazard Owen, Nieman Lab 

You’re a print newspaper subscriber, and one morning your paper doesn’t show up. You call customer service (how brave of you!) and threaten to cancel.
The apologetic customer service rep offers you a discount for the remainder of your subscription, which you accept. But what will you do when that subscription comes up for renewal?
According to a new study from Notre Dame and Emory, newspaper subscribers who receive a short-term price adjustment to quell the disappointment of a delivery failure are actually less likely to renew their subscription when the time comes — suggesting that newspapers might want to adjust their tactics for addressing customer complaints. Among the things they can try instead: Renewal discounts, extending or upgrading the subscriber’s existing subscription, and regularly taking the opportunity to remind customers of what the “full” subscription price is.
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