Chapter III · Retention in weather
Plate 07

Emberline subscriber weather study

Loyal readers do not vanish; they recede into mist.

42%
more subscribers return when the second issue arrives before the quiet week
+18.6 pts retained at week 8
80% 60% 40% 20% Week 8 61.4% still reading Join Week 2 Week 4 Week 6 Week 8 Second issue within five days Second issue after the quiet week