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Celebrate international case studies in growing audience, engagement, revenue, and brand in this rapid-fire, high-energy, and fun seminar that INMA calls “Brainsnacks.” These are 7-minute, to-the-point presentations with no more than 15 slides. The popular annual seminar represents a potpourri of ideas from INMA members worldwide.


June 03

9:00 a.m.

Welcome to Brainsnacks, a rapid-fire, high-energy, and fun seminar of 7-minute, to-the-point presentations with minimal PPT slides.


Nicki Purcell

9:00 a.m.-12:15 p.m. Membership: Escaping the Zero-Price Point Trap

Austrian publisher launches a project where users can engage, collect, and invest in virtual currency. The project aims to establish a gamification platform fully integrated in a regional news service.

Managing Director, Russmedia Digital

Georg Burtscher

The Lily, a Digital Publication for Millennial Women

The Washington Post launched The Lily in 2017 aimed at millennial women and designed to spotlight its journalism on distributed platforms such as Medium, Facebook, Instagram, and Twitter. Learn more about the vivid creative concept and the early results.

Art Director, The Washington Post

Amy Cavenaile

Reinventing Relevance for a Media Brand

Print media is facing uncertain times with both circulation and revenues under pressure. The challenge will be to reinvent the media brand to stay relevant to the changing customer expectations. Through this presentation we will explore the journey of The Telegraph who keeping print at its core is developing a surround engagement to play a more meaningful role in a readers' life.

Vice President, The Telegraph (ABP Pvt. Ltd)

Dhruba Mukherjee

Daily Telegraph's Shift from Meter to Freemium

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: what to lock, what subscription offers are resonating, and what tactics are working for this quality publisher.

Marketing Director Subscriptions, Telegraph Media Group

Peter Hickman

OEM's Transformation From Traditional to Digital

OEM (Organización Editorial Mexicana) is the largest newspaper publisher in Mexico with more than 60 newspapers, including El Sol de Mexico. In this presentation, learn about the company’s transformation from a traditional newspaper business to a modern, digitally-oriented news organisation.

Executive Vice President, OEM (Organización Editorial Mexicana)

Francisco Torres Vázquez

Taking a Legacy Newspaper Into the Digital Future

Every traditional publication has to face the reality that news consumption behavior is already digital or moving aggressively in that direction. The South China Morning Post, a 114-year-old newspaper, is in the midst of two transformations: from print to adding digital products and from being Hong Kong’s newspaper of record to a global media company.

Head of Global Marketing, South China Morning Post

Mi Li

Axios: Redefining New Media For Our Information Revolution

Founded in 2016, Axios is known for its unique “smart brevity” approach to serious coverage on topics of consequence — including politics, business, technology, and the media. Axios' articles are written by subject matter experts and are frequently shorter than 300 words. In this presentation, learn more about Axios' business model, which brings this Smart Brevity format to native advertising, video and events on behalf of brands and has exceeded its initial revenue targets by over 250%. She will also share more about Axios' roadmap and its evolving vision for the future.

Vice President, Business Development, Axios

Kate Meissner

Jagran Prakashan: Brand Building Through Community Connect

Indian Hindi-language publisher Jagran Prakashan strongly leverages the power of editorial content to bring about social change through community participation: water conservation, environment, community health and hygiene, empowerment of women, poverty alleviation, and more. Learn how this impacts brand and readership.

Senior Vice President Brand and Strategy, Jagran Prakashan Ltd.

Basant Rathore

WSJ: A Membership For the Ambitious

The Wall Street Journal has more members than ever before as the pivot to membership is paying off. Get a quick update on how and where the growth is coming from.

General Manager, Membership, Subscription Sales, and Marketing, Wall Street Journal

Karl Wells

How a 130-Year-Old Newspaper Became a Succesful YouTuber

El Espectador in Colombia dared to challenge its earnest tone and developed creative opinion video formats that have attracted new, young audiences.

Director, El Espectador

Fidel Cano Correa

The Irish Times' “Be One Inspire One” Campaign

Learn how the Irish Times’ content studio team turned an internal Ulster Bank initiative called “Business Women” into a nationwide campaign. They aimed to reach businesswomen at various levels of their career and give them an opportunity learn from and inspire each other – creating a halo effect in the process.

Media Solutions Director, The Irish Times

Eimear Moran

NBC News' “Stay Tuned” on Snapchat

Learn how NBC News Digital launched a two-minute news brief updated twice a day on weekdays — creatively mixing audience wants and needs. Find out about the quick launch and the quick impact in terms of subscribers and audience, including 75% under the age of 25.

Executive Producer, Stay Tuned, NBC News

Andrew Springer