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?


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


Coming soon!

Supported by


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


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

Questions? Contact us

Katy King

Event Manager
Tel.: +1 972 787-8167

E-Mail me

Tom Corbett

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

E-Mail me

Madhavi Sekhri

Head - South Asia Division
Tel.: +91 99716 00632

E-Mail me

Ana Gutierrez

Directora Regional Latinoamérica
Tel.: +503 7986 7383

E-Mail me