Subscription strategies are changing, and during this week’s INMA Subscriptions Town Hall, Greg Piechota, INMA researcher-in-residence and lead of the INMA Readers First Initiative, will look at what that means for publishers.

From bundling and win‑back campaigns to micropayments and AI disruption, Piechota will unpack the biggest opportunities shaping subscription strategies.

Piechota welcome industry leaders who will share winning strategies and discuss solutions to some of the specific challenges facing news media companies today:

• Louis Dreyfus, chief executive officer at Le Monde in France, will share how the company transformed from a legacy print title into one of the world’s leading subscription news brands, proving that investing in journalism and independence can power growth.
• Erja Yläjärvi, senior editor-in-chief for Finland’s Helsingin Sanomat, will reflect on leading her company through news fatigue and AI disruption, emphasising authenticity, focus, and trust as guiding principles. 
• Paulo Celso Pereira, executive editor for O Globo in Brazil, will share what he has learned about how leading publishers build sustainable subscription businesses.
• From the United States, The Philadelphia Inquirer’s Chief Marketing Officer Darya Ushakova will offer insight into how her team drives sustainable subscription growth through a disciplined, data-informed funnel strategy.
• Cosmin Ene, chief executive officer of Supertab in Switzerland, and Poonacha Machaiah, CEO of Cyberhuman AI in the United States, will look at the future of news monetisation, exploring how new payment models are reinventing how publishers monetise non-subscribers.

Piechota will also offer a brief update on how AI search is affecting the top of the funnel and other findings from his benchmarking research, offering a road map for sustaining reader revenue momentum in 2026.

This information-packed Town Hall offers valuable information for the road ahead in 2026, so register now to attend.

Town Hall details:

Date: Wednesday, December 3, 2025

Time: 10:00 a.m. - 12:15 p.m. New York time.

Cost: Free for you as an INMA member. Town Halls are only available to INMA members.

Register: You can register here, or e-mail Krista at krista.avedikian@inma.org for more information.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .