INMA Master Class
Digital Transformation Series

March-May 2020

(March 5, April 2, May 21)
Digital Subscriber Class Summary

North American news media companies of every size and market are facing pressure to transform from print to digital. Doing so successfully requires a pivot in nearly all aspects of your organization.

This series will focus on helping you develop a successful strategy regardless your market and resources through coordination between three core workplace components:

• Newsroom
• Data
• Product

You’ll hear from media leaders who have already navigated these waters about how business managers can:

• Partner with their newsrooms to build and scale a digital subscription business
that adds new subscribers AND converts current print subs.

• Sift through data to find the right signals to track and grow paid subscribers.

• Leverage a digital product team’s mindset and experience to meet readers
where they are at every stage of the conversion funnel.

Confirmed Instructors

Tom Jolly

Tom Jolly
Associate Masthead Editor
The New York Times
New York
Tom Jolly Tom Jolly

Tim O'Rourke

Tim O'Rourke
Managing Editor, Digital
The San Francisco Chronicle
Tim O'Rourke Tim O'Rourke

Anna Marie Menezes

Anna Marie Menezes
Vice President, Consumer Marketing
Torstar Corporation

Nicole Dingess

Nicole Dingess
Senior Director Product Design
Nicole Dingess


Who should attend?

Digital media managers, specialists and directors of digital subscriptions, subscriber retention, news audience engagement, subscriber loyalty, and reader revenue will all learn best practices and get best-in-class professional development from this course. Lessons will be applicable to all U.S. and Canadian media companies with paid subscriptions, regardless of size and scope.

What is the format?

Courses will be conducted at 1:00 p.m. (New York time/U.S. Eastern Standard Time) on March 5, April 2, and May 21. Each session will cover two topics and last about two hours. If you miss a date, we will record the session so that registrants may watch the replay.

What is the cost?

• US$349 for INMA members before February 21
• US$399 for INMA members after February 21
• US$499 for non-members

Note: Group registrations of 10 people or more will receive a 10% discount. Please fill out the Group Registration Form.

Who are the instructors?

Please see above for the confirmed instructors. Although all instructors have confirmed their participation, their actual participation is subject to change based on any unavoidable last-minute business needs. In such cases, other best-in-class trainers with similar areas of expertise will be substituted.