Summit Guide



The emerging art and science behind engaging and retaining digital subscribers is the focus of the INMA Consumer Engagement Summit in Miami. Over two days, learn best practices on reader engagement, ranging from newsletters to alerts. Learn about best-in-class examples of how to reduce subscriber churn — including propensity modeling on likely churners. Benchmark the algorithms behind your engagement and retention plans, along with the art in executing those plans.

Thursday, November 8

8:30 a.m.

Registration and Welcome Coffee

Foyer, George Ballroom, E Level, SLS Brickell

Check in, pick up your badge and agenda, secure your seat, and meet peers before the start of the Consumer Engagement Summit.

Theme: The Big Picture

9:00 a.m.

Welcome: Why Engagement Matters

George Ballroom, E Level, SLS Brickell

With the emergence of frequency as the No. 1 determinant of a subscription's retention, publishers are shifting efforts to rediscovering the lost art of keeping readers coming back to their content, their services, and their brands. In this presentation, hear the business case for engagement at the center of a subscription strategy and broad trends in the space.

Nicki Purcell Nicki Purcell
Digital Media Innovator and Summit Moderator
LinkedIn Twitter

Robert Whitehead Robert Whitehead
Board Member, McPherson Media Group, and Summit Moderator
LinkedIn

Earl Wilkinson Earl J. Wilkinson
Executive Director and CEO, International News Media Association (INMA)
@earljwilkinson Earl J. Wilkinson

9:15 a.m.

Learning More About the Power of Habit

George Ballroom, E Level, SLS Brickell

In this keynote lecture, Charles Duhigg begins by exploring the science of habit formation, illustrating why we do what we do and how we can change it. Duhigg explains why the most powerful habits have emotional cores, and how tweaking even one habit can have staggering effects. Duhigg draws from a number of current case studies—including the success of Febreze, how Starbucks trains employees in willpower habits, how organizational habits contributed to a tragic subway fire, and others—customizing them to his specific audience.

Charles Duhigg Charles Duhigg
Author, Power of Habit
LinkedIn Twitter

10:00 a.m.

Customer Value Nurturing: The New Adventures of Tom Sawyer

George Ballroom, E Level, SLS Brickell

Earlier this year, Tom Sawyer, Huckleberry Finn and Becky Thatcher visited some of the best news Web sites in the world. They came directly, from Facebook, and from search. What happened next? (At least, before Facebook banned Tom Sawyer in their fake accounts purge.) Based on an ethnographic study of 45 customer journeys, Greg Piechota of the University of Oxford observed the key moments in establishing relationships of the leading news brands with the unexpected visitors from the Mark Twain's novels, and identified the best practices in nurturing subscribers and demonstrating value.

Grzegorz Piechota Grzegorz Piechota
Author, News For Sale: The Guide to Media Subscriptions, Reuters Institute for the Study of Journalism, The University of Oxford
LinkedIn Twitter

10:30 a.m.

Coffee Break

Foyer, George Ballroom, E Level, SLS Brickell

Theme: Scandinavia Media

11:00 a.m.

How Aftenposten's Newsroom Has Taken the Lead in Subscriber Relationship-Building

George Ballroom, E Level, SLS Brickell

The meter-freemium hybrid model has worked wonders for Aftenposten's digital subscription business. The Norway-based Schibsted news company has mastered the art of selling subscriptions, and now the newsroom owns the strategy. Through creating the right culture, the newsroom is leading the way with engagement, selling, and introducing the brand to new customers. With too great a tilt toward acquisition and not enough on deeper relationship with existing subscribers, Aftenposten is re-writing the rules on how to engage — and who does the engagement.

Espen Egil Hansen Espen Egil Hansen
CEO and Editor-in-Chief, Aftenposten
LinkedIn Twitter

11:30 a.m.

Dagens Nyheter Fighting Churn With Digital Quality — And Lots of Data

George Ballroom, E Level, SLS Brickell

Dagens Nyheter is leading the way in Sweden in terms of growing digital subscriptions and has managed to lower churn drastically, by working with machine learning and cross-functional teams focused on building digital loyalty through editorial quality and world class storytelling. Data models help to identify readers with a high propensity to pay — and constantly developing engagement models helps the newsroom to identify the key factors towards reader satisfaction.

Martin Jonsson Martin Jönsson
Head of Editorial Development, Dagens Nyheter
Twitter

12:00 noon

Mittmedia: Renewing Relevancy and Driving Subscription Business with User Knowledge, AI and Machine Learning

George Ballroom, E Level, SLS Brickell

Legacy media company Mittmedia is renewing local relevancy and driving customer retention in the subscription business using ux, machine learning and AI. All Mittmedia digital products are personalised, delivering the right content to the right customer at the right time. In this session, learn more about Mittmedia's insights, research, and results.

Thomas Sundgren Thomas Sundgren
Head of Platforms and Strategic Partnerships, Mittmedia
LinkedIn

Magnus Engstrom Magnus Engstrom
Head of Data Strategy, Mittmedia
LinkedInTwitter

12:30 p.m.

Group Q&A: Scandinavian Media

George Ballroom, E Level, SLS Brickell

1:00 p.m.

Lunch

Foyer, George Ballroom, E Level, SLS Brickell

Theme: Global Media

2:15 p.m.

New York Times: Experimenting with Pop-Up Newsletters

George Ballroom, E Level, SLS Brickell

Over the past two years, nearly half of the dozen or so new newsletters introduced by The New York Times had only a limited run. Deliberately so! This session will discuss the pros and cons of limited-run newsletter products, including deep discussion of establishing goals, measuring success and the other steps necessary to determine if this investment of time and tech is worth it.

Damian Eales Elisabeth Goodridge
Editor, Newsletters and Messaging, The New York Times
LinkedIn Twitter

2:45 p.m.

Identifying Measurements of Success: Breadth, Depth, Frequency

George Ballroom, E Level, SLS Brickell

The Financial Times famously describes success as delivering breadth, depth, and frequency. In this presentation, we identify best practitioners of this definition of success and bring it back to subscriber retention.

Gadi Lahav Gadi Lahav
Head of Product, FT.com, Financial Times
LinkedIn Twitter

3:15 p.m.

Customer Experience Isn't About Scale: The Atlantic

George Ballroom, E Level, SLS Brickell

Delivering an excellent experience is the foundation for a successful relationship with your customers — from the moment you meet through every interaction. In this session, find out how The Atlantic has built a strategy around treating each customer like an individual and how this supports growth and retention.

Emilie Harkin Emilie Harkin
Senior Director, Customer Marketing and Growth, The Atlantic
LinkedIn

3:45 p.m.

Group Q&A: Global Media

George Ballroom, E Level, SLS Brickell

4:15 p.m.

Coffee Break

Foyer, George Ballroom, E Level, SLS Brickell

4:30 p.m.

Group Discussion: Where Are You on Retention?

George Ballroom, E Level, SLS Brickell

In this closing session Thursday, participate in a moderated discussion on where Summit participants are. Learn from each other in an interactive environment, and take advantage of the smartest people in the media world together in one room attacking engagement, retention, and churn.

5:15 p.m.

Takeaways of the Day

George Ballroom, E Level, SLS Brickell

5:30 p.m.

Programming Concludes

5:30 p.m.-7:00 p.m.

Cocktail Reception

Altitude Pool Deck, SLS Brickell

Wind down the first day of the Consumer Engagement Summit with a cocktail reception with peers — with drinks and snacks on Chartbeat!

Sponsored by Chartbeat

Chartbeat logo

Friday, November 9

7:30 a.m.-8:45 a.m.

Breakfast With Facebook

Facebook logo

George Ballroom, E Level, SLS Brickell

Come for the coffee, stay for the inside look at Facebook's efforts to support subscriptions businesses. Facebook’s Peter Elkins-Williams and Varun Shetty will be on hand to go in-depth across the full portfolio of products and tools that can drive starts and retention, and to give an advance look at what’s coming next. They’ll also save some time to answer any questions you may have.

Peter Elkins-Williams Peter Elkins-Williams
Global Subscriptions Partnerships, Facebook
LinkedIn

Varun Shetty Varun Shetty
News Product Marketing, Facebook
LinkedIn

9:00 a.m.

Welcome Back

George Ballroom, E Level, SLS Brickell

Theme: U.S. Media

9:05 a.m.

How the Wall Street Journal Uses Subscriber-First Engagement Metrics to Drive New Habits in Order to Increase Retention and Reduce Churn

George Ballroom, E Level, SLS Brickell

In this joint presentation from the business side and newsroom of the Wall Street Journal, learn more about how measuring engagement has impacted how the Journal thinks about tackling subscriber churn.

Karl Wells Karl Wells
General Manager, WSJ Membership, The Wall Street Journal
LinkedIn

Carla Zanoni Carla Zanoni
Editor, Audience and Analytics, The Wall Street Journal
LinkedIn Twitter

9:45 a.m.

USA Today Network's Journey From Casual Readers to Engaged Members: How to Work Within Newsrooms to Energize Audiences

George Ballroom, E Level, SLS Brickell

Newsrooms are improving at audience growth, but many of us stumble when it comes to turning those casual readers into evangelizers who ultimately become direct patrons of our work. Using local newsrooms as a model, the USA Today Network is simultaneously growing mass audience and engaged subscribers. Discover deployable tactics and ideas that will resonate with journalists in your news operation.

Josh Awtry Josh Awtry
Senior Director for News Strategy, USA Today Network
LinkedIn Twitter

10:15 a.m.

Star Tribune: Experiments in Digital Subscriber Retention

George Ballroom, E Level, SLS Brickell

Over the last year, Star Tribune has run a number of experiments aimed at improving digital subscriber retention, including pricing and billing tests, a custom onboarding series, and tactics to boost engagement. In this session learn about the results of these tests and some plans for the future.

Louis Deering Louis Deering
Senior Digital Marketing Manager, Star Tribune
LinkedIn Twitter

10:45 a.m.

AJC's Customer Journey: “Love the One You're With”

George Ballroom, E Level, SLS Brickell

This session will review the customer touchpoints that lead to effective reader engagement and customer retention at the Atlanta Journal-Constitution. This includes the importance of channel mix, relevance, frequency and value. We will also share an early view of the AJC Hub, a digital experience designed to encourage reader loyalty.

Kelli Dakake Kelli Dakake
Senior Manager, Consumer Revenue, Atlanta Journal-Constitution
LinkedIn

11:15 a.m.

Group Q&A: U.S. Media

George Ballroom, E Level, SLS Brickell

11:30 a.m.

Coffee Break

Foyer, George Ballroom, E Level, SLS Brickell

Theme: World Class

12:00 noon

Content-Driven vs. Customer-Driven: What The Times Is Learning

George Ballroom, E Level, SLS Brickell

Within News Corp worldwide, the work being done around engagement at The Times in London is considered best-in-class. In this session, learn more about its machine learning project that serves us relevant content based on reading patters and features a “digital butler� named James.

Chris Duncan Chris Duncan
Managing Director, Times Newspapers Ltd.
LinkedIn Twitter

12:30 p.m.

How The Globe and Mail's Proprietary System Supports Digital Programming Decisions

George Ballroom, E Level, SLS Brickell

The Globe and Mail's development of the proprietary Sophi software supports its digital programming decisions around acquisition and retention strategies. Not only has the editorial department embraced the metrics to build out the subscription business, the company has leveraged its membership portal, events model, and newsletter approach to drive engagement.

Zen Habito Zen Habito
Director, Retention & Loyalty, The Globe and Mail
LinkedIn

1:00 p.m.

Group Q&A: World Class

George Ballroom, E Level, SLS Brickell

1:15 p.m.

Lunch

Foyer, George Ballroom, E Level, SLS Brickell

Theme: Benchmarks and the Way Forward

2:15 p.m.

Reader Revenue for News: Retention Benchmarks, Best Practices and Case Studies from 500+ Publishers

George Ballroom, E Level, SLS Brickell

How can publishers acquire and retain engaged, loyal subscribers for their digital products? The Lenfest Institute's Matt Skibinski will share dozens of benchmarks, case studies and best practices from 500+ news publishers.

Matt Skibinski Matt Skibinski
Advisor, Lenfest Institute
LinkedIn

3:00 p.m.

Takeaways of the Day and Summit Conclusions

George Ballroom, E Level, SLS Brickell

3:15 p.m.

Summit Concludes

Bonus Workshop

3:30 p.m.-5:30 p.m.

Customer Value Nurturing and How to Ensure Subscribers' Success

George Ballroom, E Level, SLS Brickell

“People don't want to buy a quarter-inch drill, they want a quarter-inch hole,” taught a legendary Harvard professor Theodore Levitt. Similarly, people don't just visit news sites and apps to get stories and use features but they actually want to achieve something: learn, feel emotions, connect with others, gain status, or just escape the problems. How do we make sure they achieve their objectives? How to measure the success of subscribers? How to monitor health of our relationships? Based on a year-long study of media subscription strategies all over the world, Oxford's Greg Piechota collected the best practices in news subscriber marketing and developed practical frameworks for publishers to plan their value nurturing efforts. In this interactive workshop, participants will work in groups: share their experiences, brain storm new ideas and prototype ways to engage potential and existing customers at every stage of the relationship. Discussed concepts include: demonstrating value, monitoring satisfaction, collecting feedback, providing support, involving into communities, engaging in marketing efforts and growing contracts. The objective of the workshop is to equip the participants with better understanding of customer value nurturing and ready-to-use ideas to grow their business by turning visitors into customers, and customers into advocates, referrers and contributors.

Grzegorz Piechota Grzegorz Piechota
Author, News For Sale: The Guide to Media Subscriptions, Reuters Institute for the Study of Journalism, The University of Oxford
LinkedIn Twitter