Newspaper readers more likely to stick to single platform

Rather than migrating between print and digital platforms throughout the day, newspaper readers are far more likely to favour one single platform.

In a new blog post for INMA, Toronto Star CEO of Print Sandy MacLeod highlights some of the latest research on newspaper reader behaviour in Canada and abroad, and discusses how publishers are adjusting their content strategies in light of these global trends.

“Newspaper audiences are becoming very sticky to a single platform,” he writes. “They don’t interchange devices as we expected they would.” For example, home-delivery print subscribers who are offered free digital access are unlikely to register for an online account.

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