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. This Master Class is curated by INMA Board member Espen Egil Hansen, former CEO and editor-in-chief of Schibsted's Aftenposten.
Digital Subscriber Retention
The trust-fueled rise in new digital subscribers to news brands from the past year has been unprecedented – as has been efforts to retain them. In this Master Class as part of the Readers First Initiative, INMA lines up top experts and media practitioners to share the latest evidence-based strategies and tactics in retention. We will cover data-informed onboarding, engagement, and fighting churn. Apart from practical, hands-on presentations and fireside chats with the guest experts, INMA will invite participants to the virtual stage to share opportunities they discovered and workshop the quick wins. This Master Class is curated by the head of INMA's Readers First Initiative, Greg Piechota.
Smart Data For News Media
Accelerate your knowledge of data strategy at news media companies and the practical applications of data to facilitate audience, content, and advertising with INMA Smart Data For News Media Master Class. Benchmark and upgrade your company’s data strategy and playbook in light of privacy and secure mandates, imperfect results on personalisation, and the new reliance on first-party data for digital advertising. Learn how to more closely tie data to business outcomes, especially with advertising and subscriptions. And take data beyond informing content decisions to creating products. This Master Class is curated by the head of INMA's Smart Data Initiative, Greg Piechota.
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 part of INMA's Readers First Initiative. 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. This Master Class is curated by the head of INMA's Readers First Initiative, Greg Piechota.
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 18+ months of pandemic and lockdowns, how did we get to where we are, and what does the next year start to look like as economies rebound? 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 2022 looks like – including best practices ranging from brand studios to programmatic.
Digital Subscription Acquisition Accelerator
No matter where you are in your subscription journey, and you likely have begun to hit plateaus using traditional methods of acquisition around news. Or you aren’t getting the results you think you need. In this Master Class as part of INMA's Readers First Initiative, we will review what successful publisher subscription operators are doing, how they re-think acquisition efforts when they hit a wall, and how to make smart, actionable decisions. Learn how to better integrate the newsroom into efforts to gain subscribers. The Master Class will be a de facto audit or subscription acquisition efforts and how to re-kindle growth. This Master Class is curated by the head of INMA's Readers First Initiative, Greg Piechota.
Methodologies To Launch and Innovate Products
Designed for senior product executives at news media companies, this Master Class will dive deep into successful working models and structures for product development. From harnessing and prioritising ideas, communicating and managing expectations internally, through to finding product/market fit through prototyping and experimentation. We’ll hear from seasoned product executives on strategies that have had proven success. This Master Class will be curated by INMA's lead for its Product Initiative, Jodie Hopperton.