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Surfacing global best practices in the art and science behind digital subscriptions for news media companies and creating a road map toward the next generation of consumer monetisation

Deliverables

Newsletter

1,100+ subscribers to newsletter on the latest in media subscriptions

Sign up here
Slack Channel

800+ members sharing experiences publicly and privately

Request access here
Webinars

Practical regular members-only Webinars: bundling, acquisition, retention, logins, retention, LTV, pricing, more

See past Webinars
ASK ME ANYTHING

For corporate members of INMA, connect your subscription teams with Greg Piechota for private mentoring sessions

Contact Greg
Strategic Reports

Subscription trends, thinking beyond subscription ceilings, AI promptbook for subscription marketers, light readers, B2B subscriptions, lifetime journey

Read reports
Workshops

Hands-on discussions at INMA events in Miami, New Delhi, Stockholm, New York, Hamburg, Amsterdam, Toronto, London, Helsinki

SUBSCRIPTION BENCHMARK SERVICE

A confidential, global benchmarking service comparing news publishers’ digital subscription performance, pricing, and growth strategies. Currently, nearly 300 brands worldwide participate.

Click here for more info
MEDIA SUBSCRIPTIONS SUMMIT

A two-day summit that helps publishers grow reader revenue through strategy, data, pricing, and subscription innovation. Toronto hosts in 2026.

Click here for Toronto 2026
MEDIA SUBSCRIPTIONS STUDY TOUR

A peer-led, behind-the-scenes tour of leading publishers focused on subscription growth, pricing, retention, and reader revenue strategy: Stockholm (2023), New York (2024), Amsterdam (2025), Toronto (2026).

Click here for Toronto 2026

Readers First Initiative Lead

Heading the Readers First Initiative for INMA is Greg Piechota, researcher-in-residence at INMA and previously a senior researcher at Oxford and Harvard universities, a senior advisor to Polish media leader Agora, and member of the INMA Board of Directors. During his time at Oxford and Harvard, he studied subscriptions at media and non-media companies worldwide and is considered one of the world’s foremost experts on the subject.

2025 year-in-review Town Hall meeting of the Readers' First Initiative

Pillars

Business model innovation perspective

Best consumer revenue models

Consumer-centric products and services

Reinventing news media operating models

Leading transformation and innovation

Organisation perspective

Newsrooms and journalism worth paying

Product teams and great news experiences

Marketing teams and people-focused acquisition and retention

Analytics and data informing decisions

Leadership and change management

Marketing goal and function perspective

Growing the reader revenue business

Retaining customers forever

Understanding readers

Innovating with products and services

Leading change in news organisations


Events

Subscriptions Town Hall

December 2025 | Virtual
Subscriber Acquisition Master Class

November 2025 | Virtual
Subscription Retention Master Class

June 2025 | Virtual
Media Subscription Summit

March 2025 | Amsterdam
Subscriptions Town Hall

December 2024 | Virtual
Media Subscriber Acquisition Master Class

November 2024 | Virtual
Media Subscription Retention Master Class

June 2024 | Virtual
Media Subscription Summit

March 2024 | New York
Media Subscriptions Town Hall

November 2023 | Virtual
Subscription Growth Master Class

June 2023 | Virtual
Media Subscriptions Summit

March 2023 | Stockholm
Digital Subscription Acquisition Master Class

October 2022 | Virtual
Digital Subscriber Retention Master Class

June 2022 | Virtual

MEDIA SUBSCRIPTIONS SUMMIT 5.0

February 2022 | Virtual

SUBSCRIPTIONS TOWN HALL

December 2021 | Virtual

DIGITAL SUBSCRIPTION ACQUISITION MASTER CLASS

November 2021 | Virtual

DIGITAL READER ENGAGEMENT MASTER CLASS

September 2021 | Virtual

DIGITAL SUBSCRIBER RETENTION MASTER CLASS

April 2021 | Virtual

MEDIA SUBSCRIPTIONS SUMMIT 4.0

February 2021 | Virtual

DIGITAL SUBSCRIBER EXPERIENCE MASTER CLASS

December 2020 | Virtual
EUROPEAN MEDIA SUBSCRIPTIONS TOWN HALL

November 2020 | Virtual
DIGITAL SUBSCRIPTION ACQUISITION MASTER CLASS

October 2020 | Virtual
DIGITAL SUBSCRIPTION FUNDAMENTALS MASTER CLASS

August 2020 | Virtual
DIGITAL SUBSCRIBER RETENTION MASTER CLASS

June 2020 | Virtual
Media Subscriptions Week 3.0

February 2020 | New York
Media Subscriptions Week 2.0

March 2019 | Stockholm
Consumer Engagement Summit

November 2018 | Miami
Media Subscriptions Summit + Study Tour

April 2018 | London

Subscription Benchmark Service

Exclusively for INMA corporate members, evaluate and improve your performance in digital reader engagement and subscriptions by joining the INMA Subscription Benchmark Service. Compare your efforts to news media peers internationally, turn benchmarks into insights, and explore trends.

Every quarter, INMA releases an online report in the form of a dashboard. The report is based on 20 data points of participating members. INMA analyses, calculates, and shares back more than 40 indices and ratios for comparisons – and provides actionable insights.

Today, the Subscription Benchmark Service features 300+ news brands worldwide.

READ MORE ABOUT SUBSCRIPTION BENCHMARK SERVICE

Community

One of the highlights of the INMA Readers First Initiative has been the emergence of a media subscriptions community of INMA members passionate about the art and science behind the subject. These are people charged with acquiring, retaining, and engaging digital subscribers in departments ranging from editorial to audience to data to marketing and more.

Background

The INMA Readers First Initiative was approved by the association’s Board of Directors and implemented September 1, 2018. The Board believes digital subscriptions represent a turning point in business model innovation and requires accelerated learnings.