Forbes members were more likely than Wall Street Journal subscribers to hold another premium-news subscription
Share with at least one direct-billed premium-news publisher across observed panel tenure from 2021–2026
Share with another premium-news subscription
Source: YipitData U.S. e-receipt panel. Established Forbes Digital Membership cohort n=193; established Wall Street Journal cohort n=9,513; established-panel benchmark about 1.37 million. App-store-billed subscriptions are excluded.
Chart data
| Series | Share with another premium-news subscription |
|---|---|
| Forbes Digital members | 68.9% |
| Wall Street Journal subscribers | 49.5% |
| Established panelists | 7.1% |
How asymmetric was the Forbes and Wall Street Journal overlap?
Among Forbes Digital members, 28.0% also paid The Wall Street Journal. Among 9,513 Wall Street Journal subscribers, 0.6% also paid Forbes. The percentages use different subscriber bases, so they show how frequently each relationship appeared within its own cohort rather than a direct comparison of audience size.
Does the overlap show which subscription was the household’s anchor?
No. Forbes members were more likely to hold another measured premium-news subscription, but co-holding was measured anywhere across observed panel tenure rather than in the same month. The result does not establish which subscription came first, which one a subscriber valued more, or which one would be canceled first.
Assumptions & Methodologies
We analyzed established U.S. e-receipt panelists active through the analysis date. Forbes Digital Membership was identified from direct forbes.com receipts; n=193. Premium-news publishers were The New York Times, The Wall Street Journal, The Washington Post, The Atlantic, Bloomberg, The Economist, and Financial Times. The comparison included 9,513 Wall Street Journal subscribers and about 1.37 million established panelists. Co-holding could occur anywhere in observed tenure from 2021–2026 and does not prove concurrency or sequence. Direct billing only makes overlap a floor. Small publication-level cells are directional, and results are panel estimates, not market totals.