News subscription executives should memorise these 10 commandments for 2024

By Greg Piechota


Oxford, United Kingdom


Five days, 71 speakers, 282 attendees … I have distilled the wisdom of the 2024 INMA Media Subscriptions Summit in New York into the 10 commandments for news executives to follow. 

Thou shalt:

  1. Prioritise reader engagement above all else, for it is the key to sustainable growth in both digital subscriptions and advertising.

  1. Invest in studying user needs and personalising the content and experience accordingly, for it is the path to attracting and retaining subscribers in the digital age.

  1. Not fear experimentation and innovation, for it is through trying new strategies, formats, and technologies that you will find success.

  1. Break down silos and foster collaboration between editorial, product, and marketing teams, for it is the way to create a unified vision and drive results.

  1. Embrace data and analytics as the guiding light, for it is through understanding your audience that you will make informed decisions and optimise your strategies.

  1. Not underestimate the power of emotional storytelling and human connections, for it is what sets your journalism apart and resonates with your readers.

  1. Explore bundling opportunities and partnerships, for it is by offering diverse content and discovering new distribution channels that will grow your reach and ARPU.

  1. Adapt to emerging technologies like AI and machine learning, for it is through harnessing their potential that you will stay ahead of the curve and meet the changing needs of your audience.

  1. Not be afraid to challenge conventional wisdom and industry myths, for it is by thinking differently and taking calculated risks that you will find new paths to success.

  1. Never stop learning, listening, and evolving, for it is through a commitment to continuous improvement and customer-centricity that you will secure your place in the future of journalism.

Follow these commandments, and you will be blessed with engaged readers, sustainable revenue, and a thriving media organisation in the digital age. 

Greg’s Readers First newsletter is a public face of a revenue and media subscriptions initiative by INMA, outlined here. INMA members may subscribe here.

About Greg Piechota

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