Tuesday, June 16

Module 1: Know Your Churn to Strangle It

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

Master Class moderator

Grzegorz Piechota 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

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

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

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

Tuesday, June 23

Module 2: Engage Readers So They Never Want to Leave

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

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

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

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

Tuesday, June 30

Module 3: Predict the Future, Save Revenue Today

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

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

Selma Stern 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

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

Supported by

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Ana Gutierrez

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