Agenda


Tuedsay, October 6

Module 1: Attracting users to news sites

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

Master Class moderator

Grzegorz Piechota Grzegorz (Greg) Piechota
Researcher-in-Residence, International News Media Association (INMA)


Key themes for this module

  • Attracting new users to your Web site becomes more challenging as you move further from the start-up phase. What do mature subscription media companies do to grow their Web site with a paywall?
  • How to grow direct visits, manage social media, optimise search, and invest in paid marketing?
  • Learn from national brands expanding into local markets, local brands looking to attract a global audience from a passion subject, or expanding to students.
  • What is the premium content that converts vs. attracts people to the Web site (not the same thing)? What do content audits and distribution strategies tell us? What about new formats for premium content such as data, visual journalism, video, audio?

Tuesday, October 13

Module 2: How to register and log in users

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

Key themes for this module

  • Most publishers have historically chosen voluntary registration for non-subscribers, yet mandatory registration walls are quickly rising. How to register users and understand their behaviours?
  • What best practices exist for publishers to register users and get them to log in regularly? You have to see the individual users to learn and gain value.
  • What special enticements can gain new users such as live blogging, special newsletters, podcasts, videos? Is it the articles or new formats or kinds of content that distributes well?
  • How to use high-interest events to introduce your brand such as big sporting events, disasters, and elections? Don’t wait for the moment to happen; have a plan now for when these inevitably happen.

Tuesday, October 20

Module 3: How to convert users into subscribers

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

Key themes for this module

  • With exotic paywall hybrids, dynamic paywalls, and new ideas such as time-based paywalls emerging, is it time to evaluate your model?
  • Content models are changing whereby some of the best articles, investigations, and infographics are in front of the paywall — not behind it. What’s really working?
  • Are publishers making it too difficult with too many price points and skinny bundles? What’s the correct number of packages? How does this differ at launch vs. in a more mature phase?
  • What should be in premium packages? What’s the correct number of subscription tiers? Is the value about the content, support for local journalism, or something else?


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