Agenda


Tuesday, September 7

Module 1: Engagement strategy over a reader lifecycle

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

Master Class moderator

Greg Piechota, Researcher-in-Residence and Lead, Readers First Initiative, INMA


In this module, we will discuss the following:

  • How best to measure quality of engagement? Which metrics hold value for the newsroom, marketing and product?
  • How to strategize around reader journeys — acquisition, activation, maintaining engagement and preventing disengagement?
  • How to attract and engage underrepresented segments, such as women or young adults?



10:00 a.m.-10:20 a.m.

Welcome, introduction and briefing on the state of reader engagement management

Greg Piechota
Greg Piechota, Researcher-in-Residence and Lead, Readers First Initiative, INMA





10:20 a.m.-11:00 a.m.

Preventative retention: Ditch the funnel metaphor and embrace a novel concept of the engagement tornado

Ruby Allen
Ruby Allen, Director of Subscriber Retention, Lee Enterprises, United States





11:00 a.m.-11:40 a.m.

“Let’s get ready to double!”: Tie engagement strategy, metrics and organisation

Jens Pettersson
Jens Pettersson, Chief Digital Reader Revenue Officer, Norrköpings Tidningars Media, Sweden





11:40 a.m.-12:20 p.m.

The case for EqualVoice: Measure and engage underrepresented audiences with news

Lea Eberle
Lea Eberle, Project Manager, Ringier, Switzerland





12:20 p.m.-12:30 p.m.

Summary and Takeaways


Tuesday, September 14

Module 2: Best practices in reader journey orchestration

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

In this module, we will discuss the following:

  • How to segment our audiences based on their engagement? And how to act on this segmentation?
  • How to identify and discover new opportunities in audience development?



10:00 a.m.-10:10 a.m.

Introduction


Greg Piechota, Researcher-in-Residence and Lead, Readers First Initiative, INMA





10:10 a.m.-10:50 a.m.

Putting the reader first: Engage audiences with big news stories

Chris Moran
Chris Moran, Head of Editorial Innovation, The Guardian, United Kingdom





10:50 a.m.-11:30 a.m.

Mini-publishing teams in action: Develop audiences segment by segment

Philipp Ostropp
Philipp Ostropp, Head of Product Development, Lensing Media, Germany





11:30 a.m.-11:40 a.m.

Engagement insights and benchmarks across the marketing funnel

Patrick Appel
Patrick Appel, Director of Research, Piano, United States





11:40 a.m.-12:20 p.m.

Ask Me Anything: Q&A on the engagement best practices from the INMA network

Greg Piechota
Curated by Greg Piechota, Researcher-in-Residence and Lead, Readers First Initiative, INMA





12:20 p.m.-12:40 p.m.

Summary and Takeaways





Tuesday, September 21

Module 3: New approaches to audience development

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

In this module, we will discuss the following:

  • How to plan the next best actions for readers depending on their stage in the journey? What tactics can be automated? What tools are required?
  • What are the current best practices in engagement through e-mail, social media and paid channels?



10:00 a.m.-10:05 a.m.

Introduction


Greg Piechota, Researcher-in-Residence and Lead, Readers First Initiative, INMA





10:05 a.m.-10:40 a.m.

Forming habit: Design and manage online reader journeys

Brianne Kennedy
Brianne Kennedy, Associate Director, Engagement Marketing, The Wall Street Journal, United States





10:40 a.m.-11:15 a.m.

Focus on loyalty: Grow audience pockets around traditional sections

Nandagopal Rajan
Nandagopal Rajan, Editor New Media and Head of Subscriptions, The Indian Express, India





11:15 a.m.-11:50 a.m.

Mastering channels: Engage readers through social networks

Alessio Balbi
Alessio Balbi, Editor of Content Hub, GEDI Gruppo Editoriale, Italy



Daria Bernardoni
Daria Bernardoni, Head of Social Media Innovation, GEDI Gruppo Editoriale, Italy





11:50 a.m.-12:25 p.m.

Mastering channels: Engage readers through e-mail

Dan Petty
Dan Petty, Digital Director of Audience Development, MediaNews Group, United States





12:25 p.m.-12:30 p.m.

Summary and Takeaways





Supported by



Questions? Contact us

Tom Corbett

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

E-Mail me

Ana Gutierrez

Directora Regional Latinoamérica
Tel.: +503 7986 7383

E-Mail me

Katy King

Event Manager
Tel.: +1 972 787-8167

E-Mail me

Doreen Mbaya

Head of Africa Division
Tel.: +254 721 541 025

E-Mail me

Madhavi Sekhri

Head - South Asia Division
Tel.: +91 99716 00632

E-Mail me