Media Subscriptions Summit

Thursday and Friday, February 27-28


Etc., 360 Madison Avenue, 5th Floor
Organised by: Grzegorz (Greg) Piechota, Researcher-in-Residence, INMA

The 3rd Annual INMA Media Subscriptions Summit is a two-day conference of keynotes, expert panels, and best-practice case studies focused on the hottest topic in news media: the emerging art and science behind digital subscriptions.

In this Summit, learn best practices in media subscriptions; brainstorm growth ideas with the sharpest minds in analytics, editorial, product, and marketing; showcase your projects and get feedback; connect with peers; and return to your company with new ideas, toolkits, and road maps.

Thursday, February 27

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

Summit Registration Desk

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

Summit Breakfast Briefing: Google's Subscriber Initiatives

Join Google for a breakfast conversation on the company's efforts to drive subscriptions and consumer revenue for the news industry. Also learn more details on the Subscribe With Google and Propensity To Subscribe Initiatives.

9:30 a.m.-5:30 p.m.

Media Subscriptions Summit

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

Welcome and Introduction

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

9:45 a.m.-11:15 a.m.

Theme: Growth vs. Profit: What's The Right Strategy for Your Media Subscription Business

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 the 2019 Business Book on Marketing, as voted by “Strategy+Business”.

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

Strategies to Maximise the Lifetime Value of Subscribers

A deep dive into customer-centric metrics: 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
Grzegorz (Greg) Piechota
Grzegorz (Greg) Piechota
Researcher-in-Residence, INMA, United States

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

Networking Break

11:45 a.m.-12.45 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.

Speakers
Miki Toliver King
Miki Toliver King
Chief Marketing Officer, The Washington Post, United States
Suzi Watford
Suzi Watford
Chief Marketing Officer, The Wall Street Journal, United States

12:45 p.m.-1:15 p.m.

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
Sean Gupta
Sean Gupta
Senior Vice President, Strategy & Business Operations, BET Networks/Viacom, United States
Miki Toliver King
Miki Toliver King
Chief Marketing Officer, The Washington Post, United States
Suzi Watford
Suzi Watford
Chief Marketing Officer, The Wall Street Journal, United States

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

Lunch break

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
Lotta Edling
Lotta Edling
Editorial Director, Bonnier News, Sweden
Paul Fichtenbaum
Paul Fichtenbaum
Chief Content Officer, The Athletic, United States
Selma Stern
Selma Stern
Senior VP Consumer Subscriptions, Business Insider, United States

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 or The Boston Globe, 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, United States
Peter Doucette
Peter Doucette
Managing Director Telecom, Media & Technology, FTI Consulting, United States
Yasmin Namini
Yasmin Namini
Consultant Ex-Chief Consumer Officer, New York Times, United States

4:40 p.m.-5:20 p.m.

Discussion: Evolving Role of Newsrooms in the Reader Revenue Model

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 London, United Kingdom

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

Takeaways of the day

5:30 p.m.-7:00 p.m.

Cocktail Reception

Friday, February 28

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

Summit Registration Desk

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

Summit Breakfast Briefing: Strategies For Growing Your Subscriptions Business on Facebook, Instagram, and Messenger

Go in-depth across Facebook, Instagram and Messenger to understand which products, features and strategies drive starts and retention. Come prepared with questions for this interactive session.

9:30 a.m.-5:30 p.m.

Media Subscriptions Summit

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

Introduction Theme: The News Products Meeting Readers' Needs

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
Jorun Skouverøe Berntsen
Jorun Skouverøe Berntsen
Head of Digital Subscriptions, Aftenposten, Norway
Tone Tveøy Strøm-Gundersen
Tone Tveøy Strøm-Gundersen
Managing News Editor, Aftenposten, Norway
Marius Thorkildsen
Marius Thorkildsen
Brand Manager, Aftenposten, Norway

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 United States
Lamar Graham
Lamar Graham
Vice-President Content for Digital Consumer Revenue, Advance Local, United States

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, Portugal
Marc Isler
Marc Isler
Chief Revenue Officer, Digital Paid Media at Tamedia, Switzerland
Wiebke Meeder
Wiebke Meeder
Head of Subscription Growth, Der Spiegel, Germany

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
Steve Lok
Steve Lok
Global Head of MarTech, Freshfields Bruckhaus Deringer, United Kingdom
Emily Goligoski
Emily Goligoski
Head of Audience Research, The Atlantic, United States
Neil Katz
Neil Katz
Global Head of Content and Engagement, The Weather Channel, IBM, United States

3:30 p.m.-4.00 p.m.

Networking Break

4:00 p.m.-4:30 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, United States
Sean Gupta
Sean Gupta
Senior Vice President, Strategy & Business Operations, BET Networks/Viacom, United States

4.30 p.m.-5:20 p.m.

Showcase My Work

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. We are encouraging entries in bundle design, registration or purchase flow, onboarding plan, and new feature/product. Want to speak? Connect with grzegorz.piechota@inma.org who is the chair of the summit.

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

Takeaways of the Day and Conclusions

Ready to join the Summit?


REGISTER NOW

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