• by Shankar Gupta , January 28, 2005

In a bid to keep its subscribers on board, the Chicago Tribune this month launched Subscriber Advantage, a program that will provide benefits to any subscriber of the paper who signs up and activates an account.

The program, which is similar to those offered by other newspapers, including The Sacramento Bee, is part of a more pervasive effort by the newspaper industry to retain existing readers and develop new ones.

"This is a great way to reward our loyal subscriber base, but we're also looking to grow the subscriber base, by enhancing the value of that subscription," said Tribune spokeswoman Patty Wetli.

The program offers subscribers special discounts from Tribune advertisers, special events, Q&A sessions with Tribune journalists, a Chicago help desk and hotline, and complete access to the Tribune's online archives.

Many of these services are available for the most part through the Tribune's Web site, and part of the goal of the campaign is to increase use of the site. "We're hoping to drive traffic to chicagotribune.com by including a number of online benefits," Wetli said.