Media Subscriptions Study Tour

Tuesday and Wednesday, February 25-26

Departure Point:
Lotte New York Palace
455 Madison Avenue

The INMA Media Subscriptions Study Tour of New York will explore the art and science behind digital subscriptions and memberships through the eyes of nine innovators at seven stops.

As of February 6, the study tour is sold out with 40 participants. If you are interested in registering for the study tour, please contact to be put on the waiting list. Participants will be green-lighted for the tour on a first-come, first-served basis.

We are space-limited based on capacity at the study tour stops.

Tuesday, February 25

6:15 a.m.-6:45 a.m.

Registration and Welcome Coffee

Lotte New York Palace Hotel, 455 Madison Avenue

Pick up your badge and study tour schedule, meet with INMA study tour organisers, and grab a coffee before boarding the bus to Newsday.

7:00 a.m.-8:30 a.m.

Bus from Lotte New York Palace Hotel to Newsday Media Group

An early morning bus from Manhattan to Long Island will include a brief overview of the study tour punctuated by breakfast snacks. The bus will board at 6:45 a.m. for a prompt 7:00 a.m. departure.

8:30 a.m.-10:30 a.m.

Newsday Media Group

235 Pinelawn Road, Melville (Long Island)

Newsday, an independent privately-owned local media company covering Long Island, ranks as the largest U.S. suburban newspaper and has among the highest in market readership penetration, print subscriber penetration, and total paid digital audience percentage of any U.S. newspaper. Go inside the consumer data management innovations that have fueled a decade of subscription revenue growth and dive into the vision that’s building upon this success to deliver long-term prosperity for the next decade and beyond. Strategic evolutions in branding, engagement building, experiences, and a data informed newsroom go to extremes in Newsday’s mission to make Long Island a better place to live. These evolutions and insights will be shared to help shape the playbook for what’s next in local media subscriptions growth.

Deborah Henley
Deborah Henley
Editor/Vice President and Executive Editor
Patrick Tornabene
Patrick Tornabene
Vice President, Audience Development & Analytics

10:30 a.m.-12:00 p.m.

Bus from Newsday to One World Trade Center

12:00 p.m.-2:00 p.m.

Condé Nast and Advance Local

One World Trade Center, 285 Fulton Street

Condé Nast leads the magazine world in digital subscriptions, while sister company Advance Local is ramping up digital subscription efforts at its regional newspaper titles throughout the United States. In this study tour stop, learn more about the evolution of content economics for The New Yorker, Architectural Digest, Wired, and other Condé Nast titles. Learn more how Advance Local is using two test markets to try different subscription models to reach new audiences and grow the digital subscription business. Take a deeper dive into a Sports Insider product that provides exclusive content to increase volume, engagement and retention to increase consumer revenue.

Lamar Graham
Lamar Graham
Vice-President Content for Digital Consumer Revenue
Ann Poe
Ann Poe
Senior Director, Digital Consumer Revenue
Monica Ray
Monica Ray
Executive Vice President, Consumer Marketing and Revenue

2:00 p.m.-3:00 p.m.

Bus from One World Trade Center to News Corp

3:00 p.m.-5:00 p.m.

Wall Street Journal

News Corp, 1211 6th Avenue

At 2.6 million paid members, the Wall Street Journal created the media industry’s first-ever dynamic paywall – and now is focusing its efforts on churn reduction. In this study tour, dive deep into a habit project created by the Journal’s data science team that focuses intently on the subscriber’s first 100 days from purchase. Learn what engages readers most in the onboarding experience and what next-phase personalisation can potentially do with retention.

Jon Buckley
Jon Buckley
Vice President, Membership and Media
Louise Story
Louise Story
Chief News Strategist and Chief Product and Technology Officer

5:00 p.m.-6:30 p.m.

Cocktails on INMA

The Capital Grille - Rockefeller Center, 120 W 51st Street

Unwind with cocktails at The Capital Grille - Rockefeller Center. From there, enjoy New York for the evening – including an eight-minute walk to the Media Subscriptions Week hotel, Lotte New York Palace Hotel.

Wednesday, February 26

8:00 a.m.-9:00 a.m.

Coffee, Continental Breakfast, and Debriefing

Winslow room, Lotte New York Palace Hotel

Wake up with INMA over a continental breakfast and a de-briefing from Day 1. What did we learn? What were the trends? What do we expect to learn today?

9:00 a.m.-10:30 a.m.

The New York Times

Lotte New York Palace Hotel

Approaching 4 million digital subscribers worldwide, The New York Times continues to see double-digital growth in news product subscriptions even if non-news digital subscription products (cooking and crosswords) grow even more rapidly. In this briefing, learn how the Times is cashing in on promotional investments, adjusting how many articles can be read anonymously, and convert discounted subscribers to full-price subscribers. At the same time, the Times is introducing new content offerings like podcasts, radio shows, and TV. This briefing will be held at the Media Subscriptions Week hotel as all Times space is being used with a citywide toy show.

10:30 a.m.-11:00 a.m.

Bus from Lotte New York Palace Hotel to eMarketer

11:00 a.m.-1:00 p.m.

eMarketer and Business Insider

11 Times Square

Axel Springer’s eMarketer and Business Insider are digital innovators, yet each has found different ways to monetise their content differently. In this study tour stop at eMarketer headquarters, learn more about eMarketer’s B2B business model for monetising content and look into Business Insider’s consumer business and how they approach media from a business perspective. Following the briefing, tour participants will do a quick tour of eMarketer offices.

Geoff Ramsey
Geoff Ramsey
Co-Founder and Chief Innovation Officer

1:00 p.m.-1:15 p.m.

Walk from eMarketer to CUNY

1:15 p.m.-2:30 p.m.

Craig Newmark Graduate School of Journalism

CUNY, 219 West 40th Street

Developing sustainable and innovative news businesses to build a healthy future for news is at the core of the mission at the Newmark Journalism School at CUNY. They train students entering the field, professional journalists, and experienced media executives to drive innovation and transformation in the industry. Some current focus areas include the importance of product thinking for news businesses and the shift to subscriptions and the diversification of revenue models.

Anita Zielina
Anita Zielina
Director of News Innovation and Leadership

2:30 p.m.-3:00 p.m.

Bus from CUNY to Metropolitan Opera

3:00 p.m.-4:30 p.m.

Metropolitan Opera

30 Lincoln Center Plaza

In an outside-the-box study tour stop, learn the Metropolitan Opera’s “turnaround case study” as they have battled back from attendance declines, purchasing changes from full-year to single tickets, and an evolution of demographics. How did they do it? Through intense new marketing and the introduction of high-definition live telecasts which have led, in turn, to in-person sellouts and the return of full-season subscription growth. In addition to a briefing on this case study by the opera’s general manager (former CEO of Sony Classical), the stop will be capped by a quick tour of the Metropolitan Opera itself.

Peter Gelb
Peter Gelb
General Manager

4:30 p.m.-5:00 p.m.

Bus from Metropolitan Opera to Lotte New York Palace Hotel

For those disinclined to leave the study tour at Lincoln Center, join the final bus ride of the study tour back to the Lotte New York Palace Hotel.

Ready to join the Summit?


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