The majority of subscribers will be light readers — and, INMA argues, publishers should be segmenting and studying this audience. By SARAH SCIRE @SarahScire Oct. 5, 2021, 3:58 p.m.  With a pandemic, U.S. presidential election, and other high-interest news events in the last year, publishers enjoyed a surge of interest from readers who aren’t necessarily news hounds in 2020. Retaining light readers — “casual, infrequent, and picky consumers of news” — are key to a viable subscription business, according to a new report from the International News Media Association. One problem that arises when trying to engage and retain this kind of reader, though? Many news organizations are staffed