Capvt IV · Readership decay
Burin Ledger
FOLIO 07

Cohort finding · paid readers before cancellation

Churn first appears as silence.

The faithful reader rarely strikes the door at once; the page is visited less often, then not at all.

Eight-week decay

−89%

median reading days per week in the cohort that cancelled.

Week −85.7 days
First silenceWeek −4
Cancel week0.6 days

Median reading days per week

N = 12,846 paid readers

Reading days decline before cancellation A line chart showing median reading days per week falling from 5.7 eight weeks before cancellation to 0.6 in the cancellation week. 6 d 4 d 2 d 0 d first silent week 3.0 days 0.6 −8 −7 −6 −5 −4 −3 −2 0 weeks before cancellation