The LA Times (as well as Tronc Inc’s nine other newspapers) is offering two-cent-a-week subscriptions in an effort to keep on board those who would like to unsubscribe.

Mark Campbell, Tronc’s senior vice president of digital marketing, said to Poynter that these types of subscriptions account for less than five percent of their total digital payers, pointing out that a canceling subscriber could just as well present an opportunity as they can a problem.

The company is hoping this will let canceling subscribers stick around long enough to see its new content management system at play. Campbell says that this way of trying to retain subscribers isn’t uncommon in the industry.

You can read the whole story on Poynter here.