Do Dual Subscribers Differ from Single Subscribers?

Abstract

Although forma surveys have found dual subscribers significantly higher in SES than single subscribers, this secondary analysis of a three-wave panel study found the two groups similar on virtually all traits and media use habits. Single subscribers did have a psychological commitment to their paper not shared by dual subscribers. The study suggests the newspaper industry focus future research on what influences an individual to become a dual subscriber, thus building a strategy for increasing dual subscribers.