Agenda


Thursday, February 11

Module 1: The State of Media Subscriptions and the Next Growth Toolkits

10:00 a.m.-12:45 p.m.
(New York time)

About This Module

“It was the best of times, it was the worst of times ... it was the season of light, it was the season of darkness,” Dickens wrote 162 years ago.

After a year of the pandemic and a winter of despair, we all strive for a spring of hope.

In this module, among others, we will distill the lessons learnt in 2020 in promoting quality content, mobilising our audiences to subscribe, and engaging new generations to read, watch and listen to.

We will share the stories of success from across the world and media sectors, and we will ask where the opportunities are for 2021?

10:00 a.m.-10:15 a.m.
(New York time)

Greg Piechota Welcome and The State of Media Subscriptions

Greg Piechota, Readers First Initiative Lead and Researcher-In-Residence, INMA, United Kingdom




Robert Whitehead Introduction to rest of the programme

Robert Whitehead, Summit Co-moderator, Australia

10:15 a.m.-11:40 a.m.
(New York time)

Session Theme: Growth Toolkits Behind the Success of the Media Subscription Powerhouses



Gibson Biddle Customer Obsession Starts With Yours: Lessons From Netflix

Gibson Biddle, Former Vice-President Product, Netflix, United States



Mayur Gupta Your Product Is Your Brand: Lessons From Spotify

Mayur Gupta, Chief Marketing and Strategy Officer, Gannett, United States (Former Chief Marketing Officer, Spotify)

11:40 a.m.-12:40 p.m.
(New York time)

Session Theme: News Media Riding Out the Pandemic: Bigger, Smarter, More Agile


M. Scott Havens Building a Future Media Business Model: Vision of Bloomberg Media

M. Scott Havens, Chief Growth Officer and Global Head of Strategic Partnerships, Bloomberg Media, United States



Suzi WatfordMiki King Panel Discussion: Growth Opportunities in 2021 and Beyond As Seen By the News Subscription Leaders

Miki King, Chief Marketing Officer, The Washington Post, United States

Suzi Watford, Executive Vice-President, Chief Marketing and Membership Officer, The Wall Street Journal, United States

12:40 p.m.-12:45 p.m.
(New York time)

Today's Takeaways

Tuesday, February 16

Module 2: New Products, Experiences and Operating Models for Subscription Growth

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

Supported by


About This Module

“News subscription product is our content and experience around it,” said Louise Story of The Wall Street Journal.Subscription leaders engage readers through journalism, product, tech, and marketing, and find new ways to deliver those experiences – transforming the operating models of their newsrooms, product and marketing departments

In this module, we want to dive into ways news publishers tailor content and experiences to segments, use data to inform their decisions and sometimes automate them.

10:00 a.m.-10:05 a.m.
(New York time)

Robert Whitehead Welcome

Robert Whitehead, Summit Co-moderator, Australia

10:05 a.m.-10:55 a.m.
(New York time)

Session Theme: New Operating Models to Engage Readers and Grow Digital Subscriptions



David Walmsley Journalism-Focused and Data-Driven: Newsroom Transformation at The Globe and Mail

David Walmsley, Editor-In-Chief, The Globe and Mail, Canada



Kaisa Aalto Agile and Relentless: Subscription Marketing at Helsingin Sanomat

Kaisa Aalto, Subscription Business Owner, Helsingin Sanomat, Finland


10:55 a.m.-11:10 a.m.
(New York time)

Michael Silberman Engage to Retain: Latest Benchmarks and Proven Strategies From 300+ News Publishers

Michael Silberman, Senior Vice-President Strategy, Piano, United States

11:10 a.m.-12:25 p.m.
(New York time)

Session Theme: New Subscriber Products and Experiences



Noemi Ramirez Garcia Subscribe to the Facts: Lessons From El Pais’ New Paywall

Noemi Ramirez Garcia, Chief Customer and Product Officer, Prisa Noticias, Spain



Steve Dempsey Up Close and Independent: Lessons From the Irish Independent’s New Paywall

Steve Dempsey, Group Director of Publishing Products, Independent News and Media, Ireland



Hamish McKenzie Creator Economy: Connecting Writers and Readers with Paid Newsletters at Substack

Hamish McKenzie, Co-Founder, Substack, New Zealand

12:25 p.m.-12:30 p.m.
(New York time)

Today's Takeaways

Thursday, February 18

Module 3: Growth Strategies and Practical Workshops for Readers-First Newsroom, Audience, and Product Leaders

10:00 a.m.-12:45 p.m.
(New York time)

Supported by


About This Module

There are two approaches to grow:

  • “Inside Out,” in which we better understand our current audience and shift our content mix and product experience to improve conversion and engagement.
  • “Outside In,” in which we identify new segments of potential readers and create propositions to meet their needs.

In this module, we will dive into examples from the North and the South of the world.

Beyond keynote presentations, we upgrade our online summit experience with practical workshops, during which the practitioners will help us deal with the common challenges in the transformation to reader revenue: how to mobilise newsrooms to support reader revenue programmes and how to democratise data and how to help readers form habits.

10:00 a.m.-10:05 a.m.
(New York time)

Robert Whitehead Welcome

Robert Whitehead, Summit Co-moderator, Australia

10:05 a.m.-10:55 a.m.
(New York time)

Session Theme: New Growth Toolkits



Brendan Collogan “Inside Out” vs. “Outside In”: Dual Growth Strategy at News Corp Australia

Brendan Collogan, General Manager Digital Consumer Revenue, News Corp Australia



Stefan Körner From Data to Subscribers: Accelerating Transformation to Reader Revenue at Die Presse

Stefan Körner, Chief Operating Officer, Die Presse, Austria


10:55 a.m.-11:10 a.m.
(New York time)

David Grant Practical Inspiration for Subscription Business from the Facebook Accelerator

David Grant, Program Manager, Facebook Journalism Project, United States

11:10 a.m.-11:15 a.m.
(New York time)

Robert Whitehead Today's Takeaways and Workshop Introductions

Robert Whitehead, Summit Co-moderator

11:15 a.m.-12:45 p.m.
(New York time)

Session Theme: Workshops on Editorial, Audience Analytics, and Product


Espen Egil Hansen Workshop 1: Mobilise Your Newsroom to Support Reader Revenue

This workshop aims to develop a structured approach to content strategy, planning, and execution in the context of a reader revenue business model. Tone Tveøy Strøm-GundersenTapping into the experience of Aftenposten in Norway we will do a deep dive into ways to address three core problems facing newsrooms:

Hanne Waaler Lier
  • The problem of planning for the right content, in the right format for the right audience.
  • The problem of getting employees across editorial and reader revenue departments to work in the same direction.
  • The problem of ability - how to enable reporters and newsroom managers to deliver on the strategy?

Espen Egil Hansen, Chairman of the Board, Shifter.no, Norway (Former Digital Editor, VG and Editor-In-Chief, Aftenposten, Norway)

Tone Tveøy Strøm-Gundersen, Managing News Editor, Aftenposten, Norway

Hanne Waaler Lier, Head of National News Desk, Aftenposten, Norway



Chris Moran Workshop 2: Democratise Data in the Newsroom and Beyond

A workshop in finding the metrics that measure and correlate with our success and providing insights that will equip decision makers in the newsroom, marketing and product — based on years of work in data analytics and audience development at The Guardian.

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



Dan Oshinsky Workshop 3: Plan the First 100 Days of New Subscribers

Onboarding is key to help newly subscribed readers discover value of their subscription, research finds. Most monthly subscribers churn in the first three months. Adopting a new daily habit takes on average 66 days of repetition. Readers are also found most likely to adopt a feature, such as sign up for a newsletter or post the first comment, in the first 100 days. Let’s plan the honeymoon our new subscribers never forget!

Dan Oshinsky, Founder, Inbox Collective, United States


Tuesday, February 23

Module 4: Getting Smarter With Pricing and Innovations in News Experience

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

Supported by


About This Module

“Pricing right is the fastest and most effective way for businesses to increase profits,” claim consultants.

In 2020, pricing policy proved to be one of the most debated issues in the news industry: starting with decisions whether to lift paywalls early in the pandemic, moving to different approaches to free and paid trials, ending with the urgency to raise ARPU.

In this module, we want to see the most profitable approaches to pricing in short and in the long term and discover best practices in price increases.

We will also look at the innovative news experiences introduced by established publishers and news start-ups.

10:00 a.m.-10:05 a.m.
(New York time)

Nicki Purcell Welcome

Nicki Purcell, President, Insite, Summit Co-moderator, United States

10:05 a.m.-11:20 a.m.
(New York time)

Session: Getting Smarter with Pricing



Tom Brown Optimising Trial Offers to Maximise the Subscription Revenue at The Boston Globe

Tom Brown, Senior Director, Consumer Revenue, The Boston Globe, United States



Lynn D'Cruz Accelerating Acquisition and Retention With New Pricing Policy and Check-Out Experience at Malaysiakini

Lynn D'Cruz, Chief Membership Officer, Malaysiakini, Malaysia



Astrid Hald Jørgensen Pricing Above Digital Competitors: Results of a 400% Price Increase After 4 Years at Politiken

Astrid Hald Jørgensen, Commercial Director, Politiken, Denmark


11:20 a.m.-11:35 a.m.
(New York time)

Ben Monnie Reader Revenue Playbook: Best Practices and Tools from Google News Initiative

Ben Monnie, Director Global Partnerships, Google News Initiative, United States

11:35 a.m.-12:25 a.m.
(New York time)

Session: Innovative News Experiences Worth Subscribing For



Eric Ng Reader-Focused Reinvention of Digital Replica Product at The Straits Times

Eric Ng, Vice-President Circulation, Singapore Press Holdings



Katie Vanneck-Smith Slow Down, Wise Up: Extraordinary Experiences Driving Growth of Tortoise

Katie Vanneck-Smith, Founder and Publisher, Tortoise Media, United Kingdom

12:25 p.m.-12:30 p.m.
(New York time)

Today's Takeaways

Thursday, February 25

Module 5: Scaling With Group Subscriptions and the INMA Readers-First Outlook For 2021

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

About This Module

“Millions of readers access online news through their schools, universities, employers, service providers.”

For the beginners and for the publishers with a mature subscription business, group plans offer a unique option to reach new audiences and introduce them to the brand, and hopefully engage for ever. Many though struggle, as selling to businesses is nothing like selling to individuals.

In this module, we will dive into the world of B2B subscriptions, business partnerships and bundles, and map the opportunity for both general news and specialised publishers.

We will finish the summit with the summary and a premiere of the INMA Readers First Outlook for 2021 and beyond.

10:00 a.m.-10:05 a.m.
(New York time)

Yasmin Namini Welcome

Yasmin Namini Digital Media Consultant & Advisor, Summit Co-moderator

10:05 a.m.-12:00 p.m.
(New York time)

Session: Scaling with Group Subscriptions



Caspar De Bono Engagement-Based Pricing and B2B Customer Success Focus at the Financial Times

Caspar De Bono, Managing Director B2B, The Financial Times, United Kingdom



Siri Holstad Johannessen Tailoring Consumer News Product and Service to Corporate and Institutional Subscribers at Aftenposten

Siri Holstad Johannessen, Head of Sales and Marketing, Aftenposten, Norway



Katharina Neubert Growing Subscriber Base with Partnerships at Insider

Katharina Neubert, Director Membership Strategy & Partnerships, Insider, United States



Yosuke Suzuki B2B Subscriber Experiences: Events for Acquisition and Retention at Nikkei

Yosuke Suzuki, Lead Digital Business Development, Nikkei, Japan

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

Session: Today's Takeaways and Summit Conclusions


Greg Piechota Premiere: INMA Readers-First Outlook for 2021 and Beyond

Greg Piechota, Readers First Initiative Lead and Researcher-In-Residence, INMA, United Kingdom




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