Nearly a Third of New Subscribers To News Publications Cancel in the First 24 Hours

Nieman Lab: The clock starts right away. New data from the paywall tech company Piano shows about 33% of new subscribers cancel their digital subscriptions within a day. Piano, one of the world's largest paywall providers, sells their technology as well as strategic advice to media companies. Most of their clients are news organizations -- including giants like Gannett, Dow Jones, Meredith, and Axel Springer -- but they also work with other types of companies experimenting with paywalls to drive subscriber revenue. Their report released Tuesday notes that subscribers who cancel almost immediately might have signed up to access a single article or found the full paid experience lacking after taking a quick look around.

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