Churn, baby, churn: it takes constant tending to maintain subscription levels.(The Newspaper Business)

From: American Journalism Review | Date: December 1, 2003| Author: | Copyright information

'Churn" is an uncomfortable word for newspaper circulation executives, one they wish didn't exist and probably just as soon nobody talked about. Churn is the newspaper industry's soft underbelly.

Churn, for the uninitiated, is the number of subscriptions that a newspaper has to sell every year just to keep the circulation level the same. The term was picked up from the magazine and cable-television businesses, where churn has long been a problem.

It was not a huge issue for newspapers in earlier days, say 30 or 40 years ago, but in time it became clear that subscription ...

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