Path2Acquisition

Global – October 28, 2026 -- Path2Response says its Path2Acquisition direct mail models identify prospects with first-segment response indexes of 121 to 177, as publishers face a third straight year of declining acquisition rates.

Acquisition rates fall for three years as costs climb

Publishing subscription economics weigh Subscriber Acquisition Cost (SAC) against Lifetime Value (LTV), according to Mike Roots, Sr. Client Partner at Path2Response. Acquisition rates have declined for three consecutive years, while the cost of finding new readers has risen sharply.

Churn gap of 25% versus 2.1% points to prospect quality

First-term churn across the subscription economy typically hovers around 25%. Publishing posts one of the lowest overall voluntary churn rates globally, at 2.1%. Roots attributes the gap largely to the types of prospects acquired in the first place.