Summit Agenda


Etc., 360 Madison Avenue, 5th Floor

Thursday, February 27

7:30 a.m.-6:30 p.m.

Summit Registration Desk

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

Breakfast Briefing: Google's Subscriber Initiatives

Join Google for a breakfast conversation on the company's efforts to optimize all steps of the subscription funnel to drive more reader revenue. You'll learn more about News Consumer Insights and Subscribe with Google through a publisher's success story.

Speakers
Anntao Diaz
Anntao Diaz
Head of News Consumer Insights, Google
Juan E. Pardinas
Juan E. Pardinas
Editor in Chief, Grupo Reforma
Barbara Sarti
Barbara Sarti
Spanish Speaking LATAM Product Partnerships Lead, Google

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

Welcome Coffee and Registration

9:30 a.m.-9:45 a.m.

Media Subscriptions Summit

Speakers
Nicki Purcell
Nicki Purcell
Chief Executive Officer, Lifeblue
Robert Whitehead
Robert Whitehead
Director, McPherson Media Group
Earl Wilkinson
Earl Wilkinson
CEO, International News Media Association

9:45 a.m.-10:30 a.m

How to Acquire Your First 1,000,000 Customers

Do's and don'ts based on what worked for fast-growing consumer businesses such as Airbnb, Etsy, Netflix, Spotify, Uber and others: lessons on disrupting the markets and scaling from an acclaimed Harvard Business School professor and author of ‘Unlocking the Customer Value Chain,’ the Best 2019 Business Book on Marketing as voted by PWC’s Strategy+Business.

Speaker
Thales Teixeira
Thales Teixeira
Professor of Marketing, Author, “Unlocking the Customer Value Chain”

10:30 a.m.-11:15 a.m.

Strategies to Maximise the Lifetime Value of Subscribers

Exclusive research: The data of 260,000 subscribers of 22 news media brands across the world, all clients of Piano, provides an unique insight into the factors influencing their lifetime value: monthly vs. annual contracts, desktop vs. mobile devices, free vs. paid trials, direct vs. social and search, credit cards vs. one-click payment solutions. The INMA membership network adds the best practices: How to acquire profitable customers? What does cause subscribers to churn and how to prevent it? How to manage both loyalty and profitability? How to link investments in product to lifetime value?

Speaker
Patrick Appel
Patrick Appel
Director of Research, Piano
Grzegorz (Greg) Piechota
Grzegorz (Greg) Piechota
Researcher-in-Residence, INMA

11:15 a.m.-11:45 a.m.

Networking Break

11:45 a.m.-1:15 p.m.

Scaling Strategies of Media Subscription Leaders

Having crossed the million subscribers mark, The Washington Post and The Wall Street Journal redefine their product, promotion, channel and pricing strategies. The world watches. In a subsequent power panel, we’d like to discuss the future of media subscriptions: video streaming wars, the rise of podcasts and the fear of subscription fatigue. How to win the battle for attention and media consumers' wallets.

Speakers
Miki Toliver King
Miki Toliver King
Chief Marketing Officer, The Washington Post
David Rubin
David Rubin
Chief Marketing Officer, New York Times
Suzi Watford
Suzi Watford
Chief Marketing Officer, The Wall Street Journal

1:15 p.m.-2:00 p.m.

Lunch

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

Data-Informed, Experiment-Driven, Journalism-Focused Growth Strategies

Three innovators—a Scandinavian power-house with national and local legacy news and magazine brands and two fast-growing digital pure players—share their success stories in product and feature development, endless testing, dynamic paywalls and churn prevention.

Speakers
Lauren Bertolini
Lauren Bertolini
Chief Product Officer, The Daily Beast
Martin Jönsson
Martin Jönsson
Head of Editorial Development, Dagens Nyheter/ Bonnier News
Selma Stern
Selma Stern
Senior VP Consumer Subscriptions, Business Insider

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

Networking Break

4:00 p.m.-4.45 p.m.

Accelerating Local and Regional News Subscriptions

The industry veterans, with success records at The New York Times, The Boston Globe and Chicago Tribune, took on a greater challenge: how to save local journalism with business model innovation. Here are the lessons they learned in Australia, Europe, South and North America.

Speakers
Mark Campbell
Mark Campbell
Chief Marketing Officer, Tribune Publishing
Peter Doucette
Peter Doucette
Managing Director Telecom, Media & Technology, FTI Consulting
Yasmin Namini
Yasmin Namini
Consultant Ex-Chief Consumer Officer, New York Times

4:45 p.m.-5:20 p.m.

Reader Revenue: Traps and Dilemmas

As journalism tries to differentiate itself from a commodity news content and misinformation, trust becomes essential to the financial strength of our brands. So what happens to the walls that divide newsrooms from the commercial side?

Speaker
George Brock
George Brock
Professor of Journalism, City, University of London

5:20 p.m.-5:30 p.m.

Takeaways of the Day

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

Cocktail Reception

Friday, February 28

7:30 a.m.-5:30 p.m.

Summit Registration Desk

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

Breakfast Briefing: Insights For Growing Your Subscriptions Business on Facebook

Learn how Facebook is working to help publishers grow business on and off of platform, including lessons learned from Facebook’s Accelerator programs and a feedback session with members of the Facebook Product Team.

Speaker
David Grant
David Grant
Program Manager, Facebook Journalism Project

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

Welcome Coffee and Registration

9:30 a.m.-9:40 a.m.

Welcome Back

9:40 a.m.-10:25 a.m.

The Quiet Revolution at Scandinavian Newsrooms

One day a marketer walked into the newsroom of Aftenposten in Norway and took a seat at a morning editorial meeting. Journalists froze, then stared at the editor. What happened next? Let the two tell the story.

Speakers
Tone Tveøy Strøm-Gundersen
Tone Tveøy Strøm-Gundersen
Managing News Editor, Aftenposten
Marius Thorkildsen
Marius Thorkildsen
Brand Manager, Aftenposten

10:25 a.m.-11:15 a.m.

The Best Practices in Conditioning Audiences to Subscribe (and Fight Churn)

Launching a digital subscription product in a market sounds like a challenge? What about launching it in dozens of markets? Lessons learnt by two leading U.S. local media businesses.

Speakers
Idalmy Carrera-Colucci
Idalmy Carrera-Colucci
Senior Director, Editorial Ops, Tribune Publishing Company
Lamar Graham
Lamar Graham
Vice-President Content for Digital Consumer Revenue, Advance Local

11:15 a.m.-11:45 a.m.

Networking Break

11:45 p.m.-1:15 p.m.

The Bold Transformations and the Moments of Truth

They have done what many others fear. The largest newspaper in Portugal shut down its printed edition to focus on digital subscriptions. All major news brands in Switzerland established registration walls. An authoritative German magazine embraced data in the newsroom and in marketing. Wins? Fails?

Speakers
Catarina Carvalho
Catarina Carvalho
Editor-In-Chief, Diário de Notícias
Marc Isler
Marc Isler
Chief Revenue Officer, Digital Paid Media, Tamedia
Wiebke Meeder
Wiebke Meeder
Head of Subscription Growth, Der Spiegel

1:15 p.m.-2:00 p.m.

Lunch

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

Designing Subscriber and Member Experiences With Data

There is more to premium news experience than quality content, e.g. personalisation or co-creation. Equipped with research and customer data platforms, publishers redefine subscriber and member experiences.

Speakers
Emily Goligoski
Emily Goligoski
Head of Audience Research, The Atlantic
Neil Katz
Neil Katz
Global Head of Content and Subscriptions, The Weather Channel, IBM
Steve Lok
Steve Lok
Co-Founder & Chief Marketing Technologist, M Matters

3:30 p.m.-4:15 p.m.

Transforming the Subscriber Experience

In the shift to reader revenue, news brands refocus from chasing reach to serving their super-users. In this panel discussion, the world’s leading experts will define: What makes the subscriber’s experience distinctive from the free sites? How to encourage greater user engagement? How to rethink how we deliver journalism across devices and platforms?

Speakers
Julia Beizer
Julia Beizer
Chief Product Officer, Bloomberg Media
Alice Bradbury
Alice Bradbury
General Manager, Marketing, The Australian
Sean Gupta
Sean Gupta
Senior Vice President, Strategy & Business Operations, BET Networks/Viacom

4.15 p.m.-5:20 p.m.

Showcase My Work: Presentations From The Audience

A unique element to the two-day Summit allows registered participants to show their work in the form of brief presentations, collect feedback, and thus increase the number of ideas.

News Subscription for $55 Per Month? How To Make Such a Price for Digital Products Acceptable
Stefan Buhr
Stefan Buhr
Head of Distribution, FrankfurterAllgemeine Zeitung
How We’ve Moved from a Freemium to a Dynamic Paywall: Process, Issues, Results
Tomas Czwitkovics
Tomas Czwitkovics
Product Manager, Digital Subscriptions, Petit Press
Membership: How Do We Attract Female Readers to Become Members
Ricardo Peirano
Ricardo Peirano
Publisher and Editor, El Observador
How Lee Doubled Conversions By Rebuilding Payment Path and Purchase Flow
Bridget Sibthorp-Moecker
Bridget Sibthorp-Moecker
Corporate Director of Digital Subscriptions, Lee Enterprises
Onboarding: How To Improve Retention by Counseling New Subscribers
Yosuke Suzuki
Yosuke Suzuki
General Manager, Digital Business Development, Nikkei America
Price Optimisation: How To Research Value and Test Different Offers to Drive Growth
Francesca Valentini
Francesca Valentini
Senior Analyst, CRM, Sanoma Media
Automated Curation: How Algorithms Run the Home Page and Free Up Time of Editors
Sonali Verma
Sonali Verma
Senior Product Manager, Analytics Products, The Globe and Mail

5:20 p.m.-5:30 p.m.

Takeaways of the Day and Conclusions

Sponsors

Questions? Contact us

Katy King

Event Manager
Tel.: +1 972 787-8167

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Tom Corbett

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

E-Mail me