What Drives People to Pay for Local Journalism

Medill’s Spiegel Research Center (SRC), a leader in consumer and audience-based research that drives financial outcomes, is analyzing many terabytes of anonymous data about reader behavior and customer motivation at three Learning Labs – the Chicago Tribune, San Francisco Chronicle and Indianapolis Star. The goal: Identify what content and behaviors drive consumers to engage with and pay for local news.

Associated Faculty and Staff

Ed Malthouse

Research Director

Malthouse is the Erastus Otis Haven Professor of Integrated Marketing Communications at Medill. He also has an appointment in the McCormick School of Engineering and Applied Sciences' Department of Industrial Engineering and Management Sciences. Malthouse is an expert in applied statistics, market research and media marketing.

Tom Collinger

Executive Director

Collinger, former Associate Dean and Medill IMC Department Chair, is also an associate professor and an expert in integrated marketing communications; direct, database and e-commerce marketing management; customer loyalty; customer relationship management; and channel integration. Collinger also is president of The TC Group, a marketing strategy firm.

Yasaman Kamyab Hessary

Post-doctoral Fellow

Kamyab, a post-doctoral fellow at Spiegel, received her Ph.D. in Computer Science from University of North Carolina at Charlotte. Her dissertation explores agent-based computational economics models with emphasis on herding behavior.