The London market offers unique access to media companies innovating in the paid content space. Get a front-row seat and experience a deep dive with the leading lights in the British media industry. Day 1 takes us to best practices in newspaper, magazine, and TV media, while Day 2 dives deeper into newspaper media with each adopting different models for consideration.
London's last remaining family-owned luxury hotel will be the starting point for the INMA Media Subscriptions Study Tour, putting us in the heart of several stops for the day. Meet with fellow study tour participants in The Goring’s intimate garden setting for a welcome tea and snacks.
The Goring Hotel
15 Beeston Place, Westminster
Open the study tour with an executive-level global overview of digital subscriptions in media by INMA as well as trends in paid content and the data and benchmarks behind them by Piano.
CEO, Piano LinkedIn
The shift from a metered paywall to a tiered freemium model that put 20% of its content behind a hard paywall has paid off handsomely for the Daily Telegraph the past 18 months. Part of the success of Telegraph Premium has been full ownership by the newsroom with clear feedback loops, as well as an enhanced marketing team focused on subscriptions. In this stop, go behind the scenes of this to hear the full story: registration-first strategy, the customer-focused and data-led approach, the evolution of the business model and diversification of revenue streams, the evolution of The Telegraph's digital subscription products and benefits of registration, and the delivery of quality journalism in a registration-first strategy.
Chief Customer Officer, Telegraph Media Group LinkedIn
Marketing Director - Subscriptions, Telegraph Media Group LinkedIn
Deputy Editor, The Daily Telegraph LinkedIn
Immediate Media is a multi-platform consumer media business focused on high-value special interest markets in the United Kingdom aimed at leisure time and where people spend their money. With its focus on deep levels of consumer engagement and passion, Immediate Media is experiencing digital growth in niches such as sewing, radio, gardening, youth and children. In this visit, learn more about consumer engagement and their pivot to digital subscriptions.
Managing Director, Direct Marketing and Business Development, Immediate Media LinkedIn
Managing Director, History, Science, Apps and Digital Editions, Immediate Media LinkedIn
Publishing Director, Gardeners' World, Immediate Media
Whitehall Place, Westminster
The INMA group and demand for programming got so big that we had to land the Monday study tour at London's Corinthia Hotel where we could accommodate the scale and demands of participants and presenters. What do Sky Media, Netflix, and Spotify have in common? You will soon find out (deeper relationships).
What might a robust subscription-oriented media company look like in a decade? Look no further than the United Kingdom's Sky Media, which over the past 30+ years has created a robust subscription business for its pay TV operation, fiber, ADSL, mobile, and other platforms. In this visit, hear first-hand of the lessons learned in this journey including driving down churn, increasing attention, creating richer experiences, and when to add more products. Learn Sky's philosophy of creating deeper relationships with customers through service, great conversations, and the development of people skills — including how to have the conversation about value with consumers.
Managing Director of Sales Operations, Sky LinkedIn
In this session, learn about the details of exclusive analysis of why Netflix and Spotify have the highest conversion rates from freemium or free trials across industries (above 30%), while most others struggle with 1%-3%. It is based on original research, the Reuters Institute's focus groups in four EU countries, as well as the studies on the value of personalisation and family account-sharing.
Senior Research Fellow, University of Oxford LinkedIn
Meeting point: Temple Underground Station Exit on River Thames
We can think of nothing that will connect INMA study tour participants more than a pub crawl along London's famous Fleet Street. We will meet at the Temple tube station exit on the River Thames, while an official London guide provides a light-hearted talk on the history of journalism and publishing on Fleet Street — all the while stopping at iconic, centuries-old traditional London pubs. Featured pubs include The Bank of England (site of the infamous Demon Barber, Sweeney Todd and the place where he lured his victims) and Ye Olde Cheshire Cheese (built in the 1600s and frequented by the likes of Charles Dickens). This all before the evening's highlight: dinner in a private room at Punch Tavern (a former 19th Century gin palace) for traditional English pub food, wine and entertainment. We will cap a truly unique evening with a boat ride to Canary Wharf (where most attendees are staying) and sail past some of London's famous landmarks such as Tower Bridge, The Shard and The Tower of London.
The second day of the Media Subscriptions Study Tour starting point is The Guardian, Kings Place, 90 York Way. Please arrive and clear security before the group walk to our meeting room at 8:45 a.m.
Instead of pursuing a paywall approach, The Guardian has instead focused on building deeper relationships with its readers through a supporter model. It now has over half a million recurring reader relationships (made up of members and subscribers) who regularly make financial contributions to The Guardian, and has also received over 300,000 one-off financial contributions. The Guardian's readership has continued to grow in conjunction with its reader revenue strategy, with an average of 150 million unique browsers and 1 billion page views on a monthly basis in 2017. In this study tour stop, we will do a deep dive with the aim to understand The Guardian's reader-first strategy, contribution/membership programme, marketing reader revenues, and a look at consumer revenues.
Business Management and Customer Operations Director, Guardian Media Group LinkedIn
Deputy Editor, Membership, Guardian Media Group LinkedIn
Consumer Marketing Director, Guardian Media Group LinkedIn
Head of E-Commerce, Guardian Media Group LinkedIn
News UK's quality titles The Times and Sunday Times have spent the better part of this decade experimenting with paid content. Early attempts to hard-lock all content did not yield the results they wanted, so they have pivoted to a registered access model that gives “viable leads” access to two articles per week if they provide their details. They no longer emphasise breaking news, they court subscribers on owned properties more than social media, and they have been aggressive in pricing. Keys to success today has become best-practice at articulating its value proposition and focusing on reader passion over scale. The study tour will focus on newsroom transformation; acquisition, engagement and retention; and include a newsroom tour.
Managing Director, Times Newspapers Ltd. LinkedIn
Deputy Editor, The Times LinkedIn
Chief Marketing Officer, Times Newspapers Ltd. LinkedIn
The Financial Times implemented its paywall in 2002 and pushed digital subscriptions before virtually every publisher in the world. The Financial Times crossed the threshold of generating more revenue from digital than print in 2016. It generated more digital subscribers than print subscribers in 2012. Having crossed 900,000 paid digital subscribers, keys to success include building a captive audience, huge investments in data to improve coverage and product strategy, which leads to brand habit. In this study tour stop, INMA will hear from the chief product and information officer, chief data officer, chief marketing officer, and managing editor about what is working and not working — and what's next for this paid content pioneer.
Chief Product & Information Officer , Financial Times LinkedIn
Chief Data Officer, Financial Times LinkedIn
Chief Commercial Officer, Financial Times LinkedIn
Digital subscriptions represent the hottest subject in news media worldwide in 2018. In this two-day summit in London, INMA will bring together the best practices internationally in how to acquire and retain subscribers, how to benchmark success, how to reduce churn, and how to make your entire news operation responsible for subscription success.
In this opening to the Media Subscriptions Summit, learn the context and back story to how this event came together – including the remarkable story of INMA members pioneering digital subscription paths on five continents and fundamentally changing their cultures in the process.
Summit Moderator LinkedIn
Subscription is about pricing. Membership is a mindset. Media organisations that focus on building long-term relationships create members who are more engaged, connected and profitable. Master strategies used by organisations like LinkedIn, Amazon, and Netflix to create a community readers will want to belong to. In this keynote presentation, learn how the lessons from fast-evolving membership organisations can be applied to media companies.
Digital subscriptions are sweeping news media worldwide: metered models, freemium models, hybrid models, and more. In this address from a former media executive researching digital subscriptions globally, learn about the broad trends, what is working and not working, and where the global best practices reside.
At 2.1 million digital subscribers for its core news product and another 400,000 for cooking and crossword puzzle apps, The New York Times is the most subscribed-to news brand in the world. Its publicly stated aspirations to get to 10 million subscribers would fundamentally change its business model. In this presentation, learn what’s next for the Times.
Vice President, International Consumer Marketing, The New York Times Charlotte Gordon LinkedIn
A benefit of being out of the “free world” since the introduction of the paywall in 2010 has been the ability to stick to what their subscribers say they want and what rich first-party data proves they want, rather than chasing the latest fashions in digital journalism. This has allowed The Times and The Sunday Times to do things others wouldn’t: dropping breaking news, publishing distinct editions on digital, pivoting away from video, keeping social networks at arm’s length. The rewards: they have grown their subscription base to more than 460,000 since 2010.
The Boston Globe has been successful at growing its digital subscription business by deploying strategies based on a deep understanding of consumer behaviour. Web site visitor conversion, subscriber engagement through a portfolio of newsletters, and a tiered subscription pricing approach are just a few examples of where the Boston Globe has leveraged behavioural data to increase subscribers, revenue, and engagement.
Norway’s largest group of local community newspapers, Amedia, found the key to digital success at the very heart of its mission: a re-investment in strong local journalism worth paying for – with powerful, live data to back it up. By knowing what journalism triggers subscriptions (and which don’t), company executives have helped saved the business.
Politiken has not made the complete turnaround yet, but is on a fruitful road. The Danish publisher increased prices and shifted from metered to freemium in December 2016. How did Politiken communicate to justify the price increase? How did customers react to the price increase? Learn how the company emphasised value to subscribers and communicate reader promises such as functionality, features, and services.
Head of Sales and Marketing, Politiken Astrid Jorgensen LinkedIn
Fairfax Media has evolved its pricing strategy to maximise revenue growth through a period of extreme disruption. Jess Ross shares the key learnings that reshaped its product strategy to address two very different price points and target markets.
Chief Product Officer, Fairfax Media Jess Ross LinkedIn
Dagens Nyheter is an international leader in the era of successfully managing and growing digital subscriptions, led by editors and plugging the churn gap. In this presentation, learn more about how editors are driving cultural change throughout the newsroom by owning digital subscriptions and introducing KPIs to all journalists. Meanwhile, learn the inside story of how the Swedish publisher plugged its churn gap with incredible business results.
Editor-in-Chief, Dagens Nyheter @pwolodarski
Helsingin Sanomat built a strategy to grow digital subscriptions by delivering metrics to their newsroom. These metrics coupled with content development based on verifiable information – built a growing subscription model.
President, Helsingin Sanomat Petteri Putkiranta LinkedIn
Bringing together peers to share best practices and support great journalism and subscription initiatives is at the heart of how Facebook supports the news industry. In this cocktail reception sponsored by Facebook, interact with colleagues, make contacts with speakers and attendees, and find new ways to extend the value of the Media Subscriptions Summit long after the London event concludes.
The second day of the Media Subscriptions Summit at Reuters Canary Wharf will focus on personalisation, the new role of platforms like Facebook and Googke, how to start digital subscriptions, and what's next (including membership). Wrap the day up with a synthesis of stand-out moments from the Summit.
Join Google for a hands-on breakfast Masterclass briefing on News Consumer Insights, the new free dashboard built on top of Google Analytics that will help news organisations of all sizes understand and segment their audiences with a subscriptions strategy in mind. This will enable publishers to use data, analytics, and actionable insights to help build sustainable digital businesses.
Audience Development Specialist, Online Partnerships Group, Google LinkedIn
Norway's Aftenposten has experienced a huge increase in the digital subscription base in recent years. By systematically working with different parts of the organisation such as sales, churn, analytics and data, the Schibsted brand has not only increased subscribers, it has increased profitability and personalisation, which are important drivers of future growth.
Siri Holstad Johannessen
Head of Sales and Marketing, Schibsted Media Group Siri Holstad Johannessen
Switzerland's NZZ has developed and implemented machine learning algorithms to personalize the user experience of its news product as well as its paywall. Through its Dynamic PayGate, NZZ has successfully increased registrations (+60% year on year) as well as subscriptions via the paywall (+85% year on year). The Dynamic PayGate is run by a fully agile, cross-functional Digital Conversion Team ensuring fast experimentation and learning.
Across the customer journey, Facebook offers a variety of products and tools that can help build audiences, increase conversions, and drive engagement. As Facebook continues to work with publishers and invest in solutions for subscription publishers, this session will cover what's working, where it's going, and how to can get there in partnership with publishers.
Google has become a partner with news publishers on making their digital subscriptions business work. In this session, learn more about the effectiveness of the efforts to date, the data behind the efforts, conditions, and the release schedule of new subscription-supporting features.
Head of Partnerships, Play Books and Newsstand, Google Luca Forlin LinkedIn
Since last year, Google gave publishers the control to design their own First Click Free policy. What happens if you reduce the number of free articles from three to two to one ... to none? The Financial Times's formula is flexible sampling: free content allowance that is tailored to each user. In this session, learn how FT has done it, see results and hear the FT's recommendations.
A new daily newspaper in Slovakia, Dennik N, was established in 2015 and has turned profit by 2017 thanks to its focus on online subscriptions. It does not have a marketing department, the editor is responsible for subscription sales, and reporters' bonuses are based on conversion performance of their articles. Having won funding from Google Digital News Innovation Fund, the newspaper makes its subscription and marketing software available to other publishers for free as open-source.
Head of Digital, Denník N Tom� Bella LinkedIn
Since its launched in 2013, consumer paid content has been a growing part of BILD's monetisation strategy. With its freemium model, BILDplus has surpassed 380,000 paying subscribers — each delivering a much higher ARPU than a free user. In this presentation, learn how to balance advertising revenues and subscription revenues to create a sustainable business model.
General Manager Premium, BILD Tobias Henning LinkedIn
The Economist is focusing its efforts on marketing effectiveness and driving profitable readership growth. From a sophisticated digital marketing mix, to TV, to innovative experiential activity, The Economist leverages insight and planning tools to guide marketing effectiveness. While ensuring the right mechanisms are in place from a customer experience perspective to retain newly acquired customers.
Executive Vice President, Circulation and Retail Marketing, The Economist Marina Haydn LinkedIn
Having driven their biggest growth ever, The Wall Street Journal is looking to the future: how machine learning is powering the paywall, optimisation as standard, and from ARPU to total customer value.
Executive Vice President and Chief Marketing Officer, Wall Street Journal Suzi Watford LinkedIn
To conclude the Media Subscriptions Summit, afternoon speakers will come together on stage for a no-holds-barred open forum town hall meeting. Ask any questions not previously covered. The moderator may even flip the room and have speakers ask question of the audience. We want all attendees to go home with all questions answered.