10:00 a.m.-12:30 p.m.
(New York time)

Master Class moderator

Grzegorz (Greg) Piechota
Researcher-in-Residence and Head of Readers First Initiative, International News Media Association (INMA)

Key themes for this module

• Rethink your funnel and shift focus from sale to long-term relationship
• Understand the root causes of churn and measure it right
• Benchmark yourself with hundreds of subscription news sites

Today's classes

Nurturing Value of News Subscriptions to Help Readers Find Success and Stay Loyal
Anne Janzer, Author, Subscription Marketing, United States

Primer On Churn Measurement and Analysis: From Basics to Advanced Analytics
Fiona Chan, Head of Analytics, CX and Business Operations, Singapore Press Holdings, Singapore

Benchmarks and Insights From Studying Churn of Subscribers to 300 News Publishers Worldwide
Patrick Appel, Director of Research, Piano, United States

10:00 a.m.-12:30 p.m.
(New York time)

Key themes for this module

• Orchestrate early success of your subscribers
• Help readers create new habits
• Nurture value of your journalism and the experience

Today's classes

Mastering Onboarding of New Subscribers Using Data and Experiments
Anne Powell, Director, Engagement, The Wall Street Journal, United States

Engaging Readers With Personalised Communication and Experiences On News Sites and In Apps
Tor Jacobsen, Senior Vice-President, Consumer Marketing and Revenue, Schibsted, Norway

The Role of Journalism and Newsrooms In Developing Reader Habits, Loyalty and Advocacy
Mateusz Szaniewski, Head of Digital Subscription Marketing, Gazeta Wyborcza, Agora, Poland

10:00 a.m.-12:30 p.m.
(New York time)

Key themes for this module

• Predict churn before your readers even think of leaving
• Fix the passive churn, so you never lose a reader by accident
• Handle breakups gracefully but smartly

Today's classes

Getting Payments Right and Saving Revenue by Reducing Passive Churn
Elaine Scott, Director, Engagement and Retention, Telegraph Media Group, United Kingdom

Identifying Readers At Risk of Churning and Acting On It: From Easy Victories to Long-Term Initiatives
Selma Stern, Senior Vice-President, Consumer Subscriptions, Business Insider, United States

Primer on Modeling Propensity to Churn: Methods and Practical Applications
Michal Ciesielczyk, Head of AI Engineering, Deep.BI