As more newspapers switch from ads to subscriptions, their coverage is changing in subtle ways. A study from the University of Michigan finds that putting news behind paywalls pushes publishers to rethink what they report. While this may help them stay afloat, it raises concerns about their role in keeping the public informed.

The researchers looked at 17 major regional newspapers in the U.S. that introduced paywalls between 2006 and 2022. On average, these papers cut their local news coverage by 5.1%, likely in an effort to attract more paying readers with broader-interest stories.

Surprisingly, paywalls did not lead to more “soft” news—entertainment, lifestyle, and sports. Instead, such coverage dropped slightly, by 2.2%. But the effect varied by city.

Over the cliff

Smaller cities (under 500,000 people) saw the biggest decline in local news, suggesting that papers there were under more pressure to chase subscriptions. In large cities with growing young populations, local coverage fell even further—by 19.1%. At the same time, these newspapers increased their soft news output by 3.5%, likely to match the tastes of younger, digital-savvy readers.

The findings reveal a tough trade-off. To survive, newspapers must keep paying customers happy. But if they focus too much on what sells, they may weaken their role as watchdogs, leaving local issues underreported and communities less informed.