What’s Next For Advertising Sales
What every publisher needs to know next about advertising in fast-evolving times is the focus of this deep-dive master class: After 8+ months of COVID-19, how did we get to where we are, and what does the next year start to look like? Where do we shift sales resources next as we make bets on rising accounts? After months of messaging focused on empathy and support, do we double down or evolve? How do we take greater control of advertising sales by smartly using first-party data? How do media companies better incentivise sales behaviours? What do independent and local small businesses need from media companies next? In this Master Class, learn what the advertising playbook for 2021 looks like – including best practices ranging from brand studios to programmatic.
The Digital Subscriber Experience
The practicalities of designing and executing a world-class digital subscriber experience is the focus of this Master Class for product, editorial, marketing, and data analytics managers. Key topics to be covered include the value of differentiation of paying reader experiences; cataloging and benchmarking reader experiences such as common patterns, features, differences between free, registered, paid; researching readers and their experiences; designing reader experiences for editorial, non-editorial, offline; and designing experiences along the customer journeys such as onboarding, conversion flows, customer service.
Leadership and Transformation Opportunities
Today’s pandemic has been described as the leadership opportunity of a generation to accelerate change inside of news media companies. In this Master Class for senior media managers, join management and leadership experts as well as peer publishers in a blunt, off-the-record, in-depth conversation about the post-COVID direction of media companies. What are they evolving into? What are the likely business models? What are the limits of centralisation? With slimmed-down workforces, what are the likely roles of automation? How can bots and algorithms be used to replace human functions? How can revenue diversification strategies be more bullet-proof than today’s pandemic absorbed? How has COVID impacted news media culture, and how can the fluidity of the moment allow further bending toward a digital-friendly future? How to manage newsroom expectations moving forward? What leadership and management skills are needed to guide stakeholders toward their intended direction? Come away from this Master Class with a CEO-level playbook for what 2021 and beyond holds.
Today’s newsroom is going through a massive transformation of responsibilities and focus that can make it the engine driving media companies. Yet how to practically activate these new roles and change the newsroom culture to take ownership? In this Master Class, learn more about the role of data and algorithms: subscriber vs. non-subscriber audiences, authenticated vs. non-authentical audiences, data products, dashboards, what to measure, assigning numerical value to original journalism. Learn about the need to rebuild trust with audiences, listening to readers, involving readers in the journalistic process, community connectedness. Learn more about platform knowledge, relevance, meaning, and whether news companies should be solution-oriented and advocacy-focused. Re-think the value of your newsroom in fast-changing times.
Digital Reader Engagement
How editorial, marketing, and data managers help retain digital subscribers through world-class reader engagement is the focus of this Master Class. Key topics will include: the value of reader engagement for business and editorial; defining and measuring reader engagement such as metrics, KPIs, dashboards; engagement strategy focused on content audit and reader segmentation; engagement tactics such as editorial and marketing initiatives to grow engagement; and organisation looking at workflows, cross-department teams, and experiments.