The Effectiveness of Gain and Loss Frames in News Subscription Appeals

Abstract

Subscriptions are an increasingly vital part of newsrooms’ business models as the industry experiences sharp declines in advertising revenue. To date, research has not examined how digital subscription appeals affect news subscription intentions. The current study investigates the effectiveness of gain- and loss-framed messages on clicking on subscription appeals, connecting literature on prospect theory and investigations into why people use news. In collaboration with three U.S. newsrooms, we conducted 11 experiments with 222,385 users, varying whether the message included a gain-framed appeal, a loss-framed appeal, or just stated the cost of the subscription. Across the 11 tests, we also varied the call to action (subscription to newsrooms’ newsletter or paid access) and the medium used to distribute the subscription appeal (Facebook Sponsored Posts or direct email). In several tests, loss-framed messages yielded fewer clicks on subscription appeals compared to gain and control messages. Frame performance was moderated by the medium used, with greater effects for email than Facebook. We discuss theoretical and practical implications for how prospect theory can inform our understanding of why people pay for news.

Keywords:

• Paying for news
• subscriptions
• email
• Facebook
• prospect theory

Acknowledgements

We are grateful for the time and dedication of the three newsroom partners who helped with the experimental portions of this research and the staff from the newsrooms who shared their insights on gaining donors, members, and subscribers. We also thank the entire Center for Media Engagement team, especially Alishan Alibahi, Cameron Lang, Melody Avant, and Callie Reynolds.

Disclosure Statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by grant funding from the American Press Institute to the Center for Media Engagement.