Market data in 34 different markets around the country provided the background for a comparison of newspaper subscribers and nonsubscribers. Essentially the market reports provided information on what kinds of people subscribe to a newspaper and why. Among the findings are the following: (1) subscribers tend to be older, to have higher incomes, more education and white collar jobs, to own their own homes, and to have resided in the community for a longer time than nonsubscribers; (2) subscribers more frequently cite the newspaper as their primary source of news and tend to have more positive images of the newspaper; (3) subscribers have a stronger orientation to print media; (4) subscribers are more interested in almost every type of newspaper content; (5) part of the reason people subscribe to a newspaper lies in their interest and participation in politics; (6) both presence of a newspaper in the home as a child and use of newspaper in the classroom are related to higher levels of subscribing as an adult; and (7) regular single copy buyers are more likely to cite delivery problems as a reason for not subscribing. (HOD)