Retention Study / Reading Ritual
Chapter 02 / Page 04
Loyal readers do not cancel first; they drift out of rhythm.
Share of at-risk subscribers reading fewer than two issues per month
Silent cohort share
50%
40%
30%
20%
0%
11%
16%
22%
29%
37%
44%
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Renewal decision window