Amalie Nash hosted a special edition of The Debrief podcast, diving into how news companies can successfully unify media’s advertising, commerce, and subscription strategies, following the INMA’s record-breaking Media Innovation Week in Dublin.

After five days of programming, Amalie Nash, who leads INMA’s Newsroom Transformation Initiative, sat down with two of her colleagues to capture insights straight from the stage. Gabriel Dorosz, head of INMA’s Advertising Initiative, and Greg Piechota, INMA’s researcher-in-residence and lead for the Readers First Initiative, joined her.

Here are the key takeaways from the conversations: 

• Super users drive most revenue: A small proportion of users generate the majority of pageviews, subscriptions, and are most receptive to advertising across different media platforms.

• Unify subscription and advertising strategies: Media companies should move away from treating subscriptions and advertising as competing models and instead develop a combined revenue approach that focuses on the most valuable audience segments.

• Quality-over-quantity in advertising: Publishers should shift from a reach and scale model to creating high-value, partnership-driven advertising experiences that leverage their unique audience and content environment.

• Content creators are revenue rivals and partners: Media companies can support and integrate creators, helping them monetize content while gaining access to new audience segments, especially younger demographics.

• Customer-centricity is the common ground in revenue: The future of media revenue depends on understanding and catering to audience needs with the sole focus on building deep, meaningful relationships across subscriptions, advertising, and content creation.

The audio-only version is available here:

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