Briefing 03 / Retention Atlas

p.07

Audience desk

A renewal problem is usually an attention problem first.

Readers don’t cancel — they quietly drift.

The decisive signal appears weeks before the subscription system records a lost account.

Reader attention falls before cancellation Before and after comparison showing average articles read per month dropping from 6.8 in the first active month to 1.1 in the final month before cancellation. Average monthly reading before cancellation Digital subscribers · n=18,420 Articles read per month Cohort observed across the last full year First active month 6.8 articles read monthly After trial conversion Final month before cancellation 1.1 articles read monthly Before payment failure or opt-out −84% attention the median decline before formal churn