How to find, engage, and keep news audiences in the post-pandemic world
Check new engagement metrics
Act on segmentation
Orchestrate reader journeys
Personalise content and experiences
A practical event for readers-first editorial, marketing, and product professionals
The news business thrives and dies with audience engagement. Direct, known and habitual visitors generate most reader and advertising revenue.
Last year, as the world faced the COVID pandemic, publishers saw unprecedented spikes in demand for news content and for subscriptions.
This year is different: growth comes with effort, mastery of data and marketing technologies, and innovation around content and experience.
At this master class, we are collecting the best practices and gathering advice on how to engage audiences in the post-COVID world.
Topics
Smarter engagement metrics
The leading news publishers are shifting from page views to dwell time, or scores that contextualise content use.
New engagement frameworks
Editors and marketers are ditching funnels for flywheels, or new frameworks such as tornadoes, and building reader habits before they subscribe.
Mastering data and marketing technology
Publishers are acting more on segmentation and getting sophisticated in orchestrating readers’ journeys — from unknown to known, from one-and-dones to fanatics.
Rise of personalisation
Engagement teams are tailoring next best actions to readers’ interests or stages in the journey — personalising content recommendations and marketing offers.
New audiences development
Publishers are increasing representation in the coverage to attract women or young adults to their core products, while they are launching new products catering to segments only.
New approaches to off-platform engagement
News media redefine their strategies to engage audiences through social media, search, and paid channels.
Smarter engagement metrics The leading news publishers are shifting from page views to dwell time, or scores that contextualise content use.
New engagement frameworks Editors and marketers are ditching funnels for flywheels, or new frameworks such as tornadoes, and building reader habits before they subscribe.
Mastering data and marketing technology Publishers are acting more on segmentation and getting sophisticated in orchestrating readers’ journeys — from unknown to known, from one-and-dones to fanatics.
Rise of personalisation Engagement teams are tailoring next best actions to readers’ interests or stages in the journey — personalising content recommendations and marketing offers.
New audiences development Publishers are increasing representation in the coverage to attract women or young adults to their core products, while they are launching new products catering to segments only.
New approaches to off-platform engagement News media redefine their strategies to engage audiences through social media, search, and paid channels.
Speakers
Ruby Allen
Director of Subscriber Retention
Lee Enterprises
United States
Patrick Appel
Director
Research
Piano
United States
Alessio Balbi
Editor of Content Hub
GEDI Gruppo Editoriale
Italy
Daria Bernardoni
Head of Social Media Innovation
GEDI Gruppo Editoriale
Italy
Lea Eberle
Project Manager
Ringier
Switzerland
Brianne Kennedy
Associate Director
Engagement Marketing
The Wall Street Journal
United States
Chris Moran
Head of Editorial Innovation
The Guardian
United Kingdom
Philipp Ostrop
Head of Product Development
Lensing Media
Germany
Jens Pettersson
Chief Digital Reader Revenue Officer
Norrköpings Tidningars Media
Sweden
Dan Petty
Digital Director of Audience Development
MediaNews Group
United States
Nandagopal Rajan
Editor New Media and Head of Subscriptions
The Indian Express
India
Curated by
Greg Piechota
Lead, Readers First InitiativeInternational News Media Association (INMA)
Supported by
Agenda
Tuesday, September 7
Module 1: Engagement strategy over a reader lifecycle
Click here for more information on this module
Tuesday, September 14
Module 2: Best practices in reader journey orchestration
Click here for more information on this module
Tuesday, September 21
Module 3: New approaches to audience development
Click here for more information on this module
Details
What is included in registration?
Your registration includes the live presentation, the video recordings of the presentations, and the speaker’s presentation if they are willing to share.
What is the format?
Each module will be approximately two hours in duration. Each module will be held from 10:00 a.m. to 12:30 p.m. New York time (2:00 p.m.-4:30 p.m. GMT). Conducted in the Zoom ecosystem, you will have an opportunity to ask questions of all presenters.
What is the cost?
- Members: US$395 for all three modules, inclusive of video recordings and presentations
- Non-members: US$1,190, which is member pricing plus US$795, which includes one year of INMA membership
Who should attend?
News media company editorial, marketing, and product professionals