European News Media Conference

Monday - Wednesday, 5-7 October

Radisson Blu Royal Hotel 8 Golden Ln, Dublin, D08 VRR7

The INMA European News Media Conference is where European media executives gather for a passionate and creative look at the changing revenue and brand dynamics impacting the relationship between content and audiences. This year, there’s a special emphasis on how tech (innovation) can help the media in their growth strategy. Learn the latest from European media companies in this 49th annual event.


Welcome Reception to the Media Innovation Week

Enjoy a drink and canapés with old and new INMA friends at the old Irish Times building in Fleet Street. Now called Medley, it’s a super-stylish and cool private dining and party venue in the heart of Dublin.


Welcome Coffee and Breakfast Snacks

Grab your badge, your morning coffee and mingle with fellow participants before the 9 o’clock kick-of the 49th European News Media Conference.


Kick-off to the 49th European News Media Conference


Innovators, Visionaries, and Value Creators

Amid a new pandemic, we now see the very important role our media play in the Covid19-times. Schibsted’s news media have seen huge amounts of traffic to all of the websites as well as a very high conversion rate to digital subscriptions.

Siv (Juvik) Tveitnes
Siv (Juvik) Tveitnes
Executive Vice-President News Media, Schibsted


Networking & Coffee Break


The New Way of Targeting Content and Advertising

Xavier - A Personalisation System

A traditional tabloid newsroom has different needs than a revenue-driven commercial department. But at the end of the day they both want the same things:

  1. To present the right message, to the right user, at the right time.
  2. To not waste valuable space on the wrong content.

Due to a growing need for good data, privacy and GDPR, and a techno-optimistic organization, Aller Media took matters in their own hands and made Xavier, a solution that allows them to personalise any part of their sites in real time, based on the user’s behaviour and guided by editorial or commercial needs. They track, store and process their own data, and have full control of the core parts of their systems. Showing the right content without wasting valuable space means balancing a combination of editorial needs and automation, both working toward increasing user engagement.

MH Data Studio

In June 2019, Mediahuis launched MH Data Studio, a dedicated team of data-scientists. By combining and using all the expertise and knowledge about Mediahuis’ readers, MH Data Studio aims to create qualitative audience segments that generate better and more relevant campaigns. The reader gets to see relevant ads and the campaign results of the advertiser benefit from it. This way, Mediahuis strives to be 100% client-centric, both towards its surfers as towards its advertisers.

Bonnier’s Continuous Scroll: Combining Storytelling with New Technology

Continuous Scroll was born out of a wish to find new ad spaces as this commodity was starting to become scarce on its fully booked start pages. The implementation of this tool resulted in new ways to bring in more customers with increased sales for both Bonnier News Brand Studio and its publishers. The development of the tool also contributed to closer collaboration with the editors, as the development work provided new lessons which both the editorial and commercial side of the business could benefit from.

What Machine Learning and Neural Networks Have To Do with Iltalehti

Alma Media's Iltalehti has developed a content management system that tells its journalists how many people will read their stories before they are published – investments in machine learning and predictive analytics that are paying off. The neural network that makes the predictions is based on 50,000+ published articles. Learn about next steps: timing of stories and how stories perform behind a paywall.




Is Audio-first the new Video-first?

How Spotify Masters the Art of Audio Subscriptions

How Spotify Masters the Art of Audio Subscriptions Spotify is a subscription-based digital music service that gives you access to millions of songs. They were the first to master the art of digital subscriptions long before news media or Netflix came even close. Learning subscriptions from a company outside the news media industry.

Podcasts Wall of Ouest-France

Ouest-France has 40 original programmes and more than 2,450 podcasts on its platform. Per month, it receives 450,000 plays; one year ago, that was just 100,000 plays. Ouest-France’s audio-audience is growing fast. Learn how they created a strategy for growth.

Zetland's Shift to Audio (-first)

Zetland’s mission is to make it easier, more convenient, and more appealing to follow world events through a less-is-more approach that focuses on carefully curated, quality journalism. However, in 2017, during their sophomore year as daily digital newspaper, they noticed members were struggling to find the time to read the long-form articles during a busy daily life. Zetland’s podcast journalism was born. Hear how they managed to battle churn with their new audio strategy.

BBC News on Smart Speakers: “Alexa, Give Me BBC News”

Voice technology will undoubtedly change how people get their news, what they expect of it, and what they want from providers like the BBC, which is why we’re taking it seriously. The interactive BBC News service is the result of months of prototyping, regular user testing and iteration.

VG News — A Unique Multifunctional Product

The VG team made the bold statement that they wanted to create a product that was ahead of technology. In coming years, smart speakers will probably play a huge part in people’s daily lives. To maintain VG’s position as the No. 1 destination for news in Norway, they believe it is crucial to stay ahead of technology and provide news on platforms people use or will use in the future.




Collaborations Across Departments, Competitors and Countries

Dependent on Independence

During a campaign to celebrate Kleine Zeitung’s 115th anniversary, the aim was to reach out to existing as well as potential subscribers, with the intention to gain personal data. This multichannel campaign was a collaborative effort between various in-house departments, which worked together to create the texts, concepts, and visual features to be used in these strategies.

Pan-European Newsroom Collaborations on Investigative Journalism

From football leaks to the Panama papers and other campaigns, the EIC has proven that large collaborative projects across a continent can work. In a passionate plea, Stefan explains how and why this works, and what the future may hold for European-wide journalistic collaborations amid economic turmoil and health pandemics.

Stefan Candea
Stefan Candea
European Investigative Collaborations


Conclusions of the Day


Networking Reception

Wednesday, 7 October


Morning coffee and networking with fellow participants


Revenue Diversification: What's Beyond Consumer- and Advertising Revenue?

Licensing to Third-Party Players: A New Business Model?

Is there a business in Apple News, Facebook, and other third-party players to which news media might sell licenses for their content? What are the advantages? The pitfalls?

Digital Design: New Interfaces and User-Involved Creation

Are newspaper designers ready for the new internet? How can they operate in a user-involved creation?

Stijn Vercamer
Stijn Vercamer
Digital Director, Mediahuis


What Publishers Need to Know Next About the Platform Relationship

In this briefing for INMA members, hear about the priority issues in the publisher-platform relationship and how the issues are being addressed across a global landscape.


Networking & Coffee Break


Engaging Customers & Community Building

Playboy: The Very Last Issue

In December 2018, “your weekend” – Poland’s longest-running and most-read adult magazine, went up for sale on Poland’s eBay, With the help of Mastercard and BNP Paribas, Poland’s biggest and most liberal news portal – – decided to buy it. They published the last-ever edition, promoting diverse narratives of gender equality. The campaign organically reached 4.5 million people and generated 25 million media impressions (Poland’s adult population is 28 million), according to media monitoring services.

Plant a Tree / Zasadi Drvo

Adria media group wanted to raise awareness on sustainability issues in the country, but also engage people to take action in spreading the good news and participate in a one-day major event. The campaign objectives were to:

  • Raise awareness of the general public on sustainability.
  • Engage community to take action and participate in a one-day event but also spread the news and good vibes online.
  • Raise awareness on our media brand.

Content Mining with Topic-Modeling

Funke Media developed their own analysis to identify content topics which work well or less well, whose output we should increase or review, in the areas of reach, paid content and retention through full-text topic modeling of all articles. The methodology is based on various text clustering techniques and finds finer topic groups than internal resorts, sections or tags allow.




Best in Print: 3 Cases

World Record Print Ad by B.Z.

The objective of this campaign was to find an appropriate way to pay tribute to 50 years of Berlin Fernsehturm - one of the best-known landmarks of Berlin - and find a perfect advertising fit. Last but not least: Along the way we got ambitious enough for a world record.


In print and online, NWZ called on readers to create insect-friendly areas and to report the number of square metres of their insect-friendly areas in the garden, on the company premises, on the edge of the sports field, or on the balcony. This call was accompanied by a total of 31 weekly topic pages in the printed NWZ with tips on how to create insect-friendly areas, with reports on the topic and information about and from the insect world. The project addressed a current, relevant topic (save the planet and environment), encouraged participation, promoted a sense of community among readers and users, highlighted developments and successes, and delivered high-quality content.

Engaging Children in Print in the Digital Age

Børneavisen, a Danish print newspaper for children aged 9-12 with 24 pages published every week, wanted to make an easily accessible online universe for our readers to engage with the editorial content in the printed newspaper.


Media Outlook

Earl Wilkinson
Earl Wilkinson


Conclusions of the Day


European News Media Conference Concludes

Ready to join the Conference?


Questions? Contact us

Tom Corbett

Head of European Division
Tel.: +32 486 37 13 36

E-Mail me