The practicalities of designing and executing a differentiated, habit-forming digital subscriber experience
How to differentiate paid vs. free
Habit-forming products
Product development
What experiences do readers require to help them be happy, paying customers?
Designing and executing the “perfect” news subscription experience is arduous work. In this Master Class, INMA breaks down this experience into three focuses:
Differentiation: What is the value of differentiation of paying reader experiences? What are the differences between paid and free? Is it about content, layout, features, competence factors? How does one measure ROI and KPIs?
Habit: What habit-forming products should a publisher focus on? Personalisation? Newsletters? Push notifications? App experience vs. Web experience? How to differentiate on-site comments vs. social media comments?
Product development: What is best-practice in user experience of payment flows, customer and product research, productising and optimising, prototyping, and listening to readers?
Topics
New strategies and tactics for products and monetisation
Not just the best app, but the right app to monetise
Is the paid subscription experience differentiated enough vs. free Web sites?
Not only about whether it works, but whether it works for a paid Web site
What experiences do readers require to help them be happy, paying customers?
Content is a commodity, so how it’s displayed and presented can be the differentiator
What are the KPIs and ROI of differentiation?
To manage, we must measure: for example, do we put more money into journalists or product features?
To what degree does personalisation encourage habituation?
Should we curate with editors? Personalise with machines? Story selection or context? Heavy or light tech approach?
What range of habit tools do publishers have?
Newsletters, push notifications, comments, app experience vs. Web experience
What is the range of best practice in product development?
User experience of payment flows, customer and product research, prototyping, productizing, optimising, feedback loops
New strategies and tactics for products and monetisation
Not just the best app, but the right app to monetise
Is the paid subscription experience differentiated enough vs. free Web sites?
Not only about whether it works, but whether it works for a paid Web site
What experiences do readers require to help them be happy, paying customers?
Content is a commodity, so how it’s displayed and presented can be the differentiator
What are the KPIs and ROI of differentiation?
To manage, we must measure: for example, do we put more money into journalists or product features?
To what degree does personalisation encourage habituation?
Should we curate with editors? Personalise with machines? Story selection or context? Heavy or light tech approach?
What range of habit tools do publishers have?
Newsletters, push notifications, comments, app experience vs. Web experience
What is the range of best practice in product development?
User experience of payment flows, customer and product research, prototyping, productizing, optimising, feedback loops
Speakers
Utkarsh Arora
Group Product Manager
The Economic Times, Times Internet
Ariane Bernard
Product Management Consultant
France and United States
Martin Dowideit
Head of Product
Handelsblatt
George Frederick
Senior Director, User Experience and Design
Advance Local
Daniel Mussinghoff
Deputy Director, Bild Premium
Axel Springer
Débora Pradella
Digital Product Manager, GauchoZH
Grupo RBS
Gaurav Sachdeva
Chief Product Officer
Singapore Press Holdings
Louise Story
Chief News Strategist, Chief Product and Technology Officer
The Wall Street Journal
Karl Oskar Teien
Product Director
Aftenposten/Schibsted Subscription News
Supported by
Agenda
Tuesday, December 1
Module 1: How to differentiate paid vs. free
Click here for more information on this module
Tuedsay, December 8
Module 2: How to help people form habit
Click here for more information on this module
Tuesday, December 15
Module 3: Best practice in product development
Click here for more information on this module
Details
What is included in registration?
Your registration includes the live presentation, the video recordings of the presentations, and the speaker’s presentation if they are willing to share.
What is the format?
Each module will be approximately 2.5 hours in duration. Each module will be held from 10:00 a.m. to 12:30 p.m. New York time (2:00 p.m.-4:30 p.m. GMT). Conducted in the Zoom ecosystem, you will have an opportunity to ask questions of all presenters.
What is the cost?
- Members: US$395 for all three modules, inclusive of video recordings and presentations
- Non-members: US$1,190, which is member pricing plus US$795, which includes one year of INMA membership
Who should attend?
Executives at news companies at the beginning of their subscription journey