Tuesday, December 7

15:00-15:10 (London)

Welcome and Introductions

Greg Piechota A brief overview of what this Town Hall will cover and of the 8-month-long GNI Subscriptions Lab Europe, a growth program by Google News Initiative, FT Strategies and the International News Media Association.

Greg Piechota, Lead, Readers First Initiative, International News Media Association, United Kingdom

15:10-15:15 (London)

Executive Briefing: Trends in Online Subscriptions in 2021 and Beyond

In the past three years, INMA members’ news brands doubled their online subscription base. Interestingly, the European brands grew three times faster than those in Americas, Asia and Pacific.

Greg Piechota, Lead, Readers First Initiative, International News Media Association, United Kingdom

15:15-15:35 (London)

Expert Panel: Subscription-First Strategy In the COVID Era

Tara Lajumoke Sulina Connal In this panel discussion, we will distill the biggest learnings from the transformation of The Financial Times and other European news publishers to subscription-first businesses: their strengths, weaknesses but also opportunities and threats. We will also discuss the proven ways to unlock growth in the COVID era — after the early spike in demand for news and subscriptions in the pandemic, the growth in 2022 requires strategic clarity, effort, and investments. What do the winning strategies look like?It is also an opportunity to hear from Google about ways it supports reader revenue models, with programs, such as GNI Subscriptions Lab, and other initiatives globally.

Sulina Connal, Director, News and Publishing Partnerships, EMEA, Google, France

Tara Lajumoke, Managing Director, FT Strategies, United Kingdom

15:35-16:10 (London)

Publishers’ Panel: From Choosing the North Star Goal and Metric to Execution

Martin Prinz Martin Prinz Lenka Gallo Ronan Doyle

Meet the European publishers that followed the Financial Times’ North Star framework to plan a roadmap for their online reader revenue growth in the next 3-5 years. In this session, we will showcase examples of such strategic plans, and provide a practical guide to finding the North Star for your company. We want to discuss benefits and risks of different metrics popular among publishers, such as the ones measuring profitability of subscribers (e.g., Lifetime Value) or measures of subscriber engagement (e.g., RFV).

Ronan Doyle, Retention Manager, Irish Independent (Mediahuis), Ireland

Lenka Gallo, Manager, Subscription Marketing, Denik (Vltava Labe Media), Czechia

Martin Prinz, Head of Subscriptions, Oberösterreichische Nachrichten (Wimmer Medien), Austria

Guida Marques Pinto, Digital Innovation Director, Público, Portugal

16:10-17:00 (London)

Case Studies: Ideas to Drive the Customer Subscription Lifecycle

Philipp Ostrop Graham McDougall Angélica Domínguez A practical session based on real-life case studies of experiments by the national, regional and local publishers in attracting readers, converting and retaining subscribers. What hypotheses did they initially have? Did they validate them with data? What did they learn? We hope these stories from the trenches will inspire your own ideas for tests, but also unveil the agile process behind experimentation.We reserve time for practical questions and answers.

Angélica Domínguez, Customer Strategy Director, El Pais (Prisa), Spain

Graham McDougall, Head of Audience Management, The Courier (DC Thomson), United Kingdom

Philipp Ostrop, Head of Product Development, Ruhr Nachrichten (Lensing Media), Germany

17:00-17:25 (London)

Expert Advice: How to Scale Experiments in Subscriptions

tim Part Daisy Donald Experimentation capability and methodology is found key to unlock growth in digital news subscriptions through prioritisation, iteration, and learning. Many publishers though struggle to set up and scale their experimentation programme. In this session, experts from FT Strategies will talk about the best practices, and offer practical advice how to improve this capability.

Daisy Donald, Principal, FT Strategies, United Kingdom

Tim Part, Senior Manager, FT Strategies, United Kingdom

17:25-17:30 (London)

Summary and Takeaways

Greg Piechota Camila Samilian We will synthesise today's programming with a final session highlighting the key takeaways..

Camila Samilian, Program Manager, News & Publishing Partnerships, Google, United Kingdom

Greg Piechota, Lead, Readers First Initiative, International News Media Association

Questions? Contact us

Tom Corbett

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

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Katy King

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Doreen Mbaya

Head of Africa Division
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Madhavi Sekhri

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

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