15:00 - 18:00

Pick up your conference badge and reception ticket at the INMA Welcome Desk in the lobby of Pressen, the site of the INMA European News Media Conference.

Address: Vester Voldgade 33

19:00 - 21:00

Get re-acquainted with INMA members over drinks and nibbles at Tivoli Gardens, the world’s third-oldest amusement park and truly one of the magical places in Copenhagen and in Europe. Your private INMA ticket will grant you access to all of Tivoli Gardens, starting with the 7:00 p.m.-9:00 p.m. INMA opening reception at Mazzoli’s, a short walk through hanging gardens (INMA guides will be there for you). Meet with INMA members from throughout Europe (and the world), then enjoy the rest of the park until it closes at 11:00 p.m. Take part in Tivoli's adventure with this beautiful green gem – with Danish weather you will appreciate.

Address: Mazzoli's at Tivoli: Vesterbrogade 3 (use your INMA ticket at the main entrance, walk straight down the main path, and INMA guides will lead you to Mazzoli’s). Click here to download a PDF map of directions to Tivoli Gardens and Mazzoli’s inside Tivoli Gardens.

08:00-09:00

Time to say “hello” to old and new INMA friends — in person! — over a morning coffee. Set up meetings in advance. Serendipitously meet peers and colleagues. Remind yourself what you've missed the past three years. If you haven't already done so, pick up your conference badge.

09:00-09:10

Welcome back to INMA’s annual event in Europe ... where European media executives talk to peers from across the continent.

09:10-09:40

INMA’s CEO gives a global overview of the news media industry, two-and-a-half years into a pandemic that turned the world upside down.

09:40-10:10

Dorthe shares the latest news on the Danish CPMO (Presspublishers Collective Management Organisation) and JP/Politikens Hus’s stand on publishers’ rights. She will also discuss their journey of taking back control in the data war by setting up a segmentation platform called Relevance and designing a more balanced and transparent digital advertising ecosystem.

10:10-10:40

As senior advisor and head of media at The Copenhagen Institute for Futures Studies, Sofie Hvitved looks at how changes in media have an impact on how we as citizens and organisations orient ourselves in a hyper-digital society. Sofie will share eight trends to look out for in 2023 in the tech and media industry that point towards the future media landscape.

10:40-11:15

11:15-12:45

Data plays a critical role in accelerating the digital transformation of news media. Armed with data insights, and through rigorous experimentation, news publishers aspire to engage audiences better, grow reader revenue, and reinvent advertising in the post-third-party cookie era. Two of INMA’s initiative leads will give you a birds-eye view of the state of digital subscriptions and advertising revenue, followed by a practical case study from a leading INMA member in Norway.

12:45-13:15

Publishers and industry players do not have a clear way of helping deliver and measure improvements to the commercial sustainability of the ecosystem at scale. Over the course of six months, FT Strategies and INMA have developed a tool to help publishers define and measure sustainability. This presentation is the official announcement of the just-released tool.

13:15-14:30

14:30-16:00

Brainsnack presentations are an INMA European Conference hallmark featuring ten-minute, to-the-point, minimal slide case studies. This afternoon, we will conduct three parallel breakout workshops in Brainsnack format, each covering a specific topic. There will be time for Q&A and group discussions in between. We regroup after 90 minutes to discuss key findings.

Breakout 1
The latest innovations in digital subscriptions
Hear practical case studies from across Europe on the art and science behind digital subscriptions for news media companies.
Supported by

• VOL.at’s V+ Product by Gerold Riedmann, Managing Director, Russmedia, Austria
• NWZ StudiPlus by Andreas Ahlden, Head of Marketing & Paid Content, NWZ Medien, Germany
• Retaining subscribers: Área do Leitor (Digital Client Area) by Guida Pinto, Digital Innovation Director, Público, Portugal
• Mååål! When football and robots manage to retain subscribers by Elin Stueland, Digitalredaktør, Stavanger Aftenblad
• Navigating acquisition and retention in a crowded digital subscription space by John Ilacqua, Director of Sales, Arc XP, United States

Breakout 2
Creating value with data analytics
Gain insights and best practices on how to gather more data from readers in accordance with the latest privacy legislation across Europe.
Supported by

• It's all about the story: the role of data in the journey to customer-centricity by Riske Bettens, Product Director, Mediahuis, Nederland
• Digimeter scoring model and dashboard by Anna Pöltl, Digital Data Analyst, Styria Media Group, Austria
• ID Editorial News Assistant by Markus Franz, CTO at Ippen Digital, Germany
• How to Engage Users at Every Step of the Subscription Journey by Nils Ove Riise, General Manager Nordics, Piano
• Mission local: a new strategy grows subscriptions in 120 markets by Carsten Groß, CPO / Head of Subscription and Audience, Funke Media Group

Breakout 3
Advertising revenue, platform, and product ideas
How to rejuvenate media advertising sales for a resurgent post-pandemic market.

• How a simple idea turned into a successful video platform by Georg Burtscher, Managing Director, Russmedia Digital and Russmedia Impact, Austria
• Amedia’s target group builder by Lars Petter Christensen, Project Manager, Amedia, Norway
• Svijet Kulture: creating a highly profitable print magazine during the height of the pandemic by Goran Ogurlić, Editor in Chief, Jutarnji List, Hanza Media, Croatia
• Smart Ads: intuitive but scalable digital entry product for local SMBs by Christian Scherbel, Germany
• Control your data to maximise your revenue: The Ozone Project, a collaboration between British publishers by Danny Spears, COO, The Ozone Project

16:00-16:30

16:30-16:55

16:55-17:00

18:30

Buses for tonight Ravelinen dinner will depart promptly at 18:30 from outside PRESSEN (the conference venue) so arrive early for bus boarding. The bus ride is approximately seven minutes one-way.

19:00-22:00

Connect with INMA colleagues at the cozy and traditional Danish restaurant, Ravelinen, which is located in the unique and beautiful location between Christianshavn and Amager. The building of Ravelinen goes all the way back to 1728 and used to be one of the city’s entry points, housing the guards controlling the passage into Copenhagen. Buses will take participants to the restaurant. They will leave from the conference venue, Pressen, at 18:30 and return by 22:00.

Address: Torvegade 79, 1400

08:00-09:00

Start your day with caffeine and connections as delegates for the INMA European News Media Conference gather at Pressen. Meet with solution providers and colleagues — and attend the morning briefing by Google.

08:00-08:45

Publishers in Europe are succeeding through digital. In this presentation we give an overview of how Google is supporting publishers through products, programmes and funding.

Supported by

09:00-10:00

How do we steer insights into the implications of different business models for newsrooms, including work and decisions that editors make? If we choose an advertising or reader revenue model, for example, what does it mean for content, workflow, and planning? What is the role of newsrooms in growing our number of subscribers?

10:00-10:10

10:10-10:45

10:45–12:15

Product teams: who works on what and for how long?

To create a culture of continuous innovation across the company, the way we work has to be aligned with our strategy. In this session, learn more about customer focus (design thinking/service experience design), as well as attracting, finding, and retaining the right people.

Hooking the Enfants Terribles: What do GenZ even want?

Given that Gen Z is the first truly digital native generation, its members’ needs and expectations toward the products they buy and consume are vastly different from anyone else’s before. Join Bente Zerrahn in exploring the matter and leave with no-nonsense tips to start fixing your biggest blind spot: your future audience.

Expedition 2025: five key lessons of Mediahuis’ digital transformation

The concept of a digital transformation does not end at some point. “I don’t believe that any media company can be completely transformed,” says Ezra Eeman. “It requires an ongoing effort.” In this presentation, Ezra will provide five lessons from Mediahuis’ own ongoing transformation.

12:15-12:30

A look at what works and what doesn't in short-form video on Facebook and Instagram. And how publishers can align their strategy with the latest video content consumption trends.

12:30-13:45

13:45-15:15

Conclude the European News Media Conference with a repeat of Day 1's formating: Brainsnacks. Break into three parallel workshops, and hear short-format presentations. We will regroup after 90 minutes to discuss key findings.

Breakout 1
Changing culture and fostering innovation
Discuss with fellow INMA members how we work in a post-COVID world, how to attract young readers as well as employees, and the growing role of product people in the news business.
Supported by

• EqualVoice by Katia Murmann, Chief Product Officer Media, Ringier
• Tages-Anzeiger Youth Lab by Josua Diggelmann and Samantha Wenger, Tamedia
• #UseTheNews: DPA initiative across Europe by Meinolf Ellers, Chief Digital Officer, DPA
• A new way of cross-functional collaboration in mixed teams by Christoffer Larsson, CTO, Västerbottens-Kurirens Media
• 5 steps to turn automated content into a community asset by Thomas Sundgren Chief Commercial Officer, United Robots, Sweden

Breakout 2
Prioritising environmental sustainability
Having corporate environmental sustainability objectives, as well as covering climate change has several benefits: it can cut costs, improve efficiency, and create healthier workplaces. Less tangible benefits include improving brand reputation and customer loyalty as well as staff morale. Hear about case studies and campaigns that have driven engagement, increased sign-ups, and brought in new advertising revenue.

• Green Credentials by David Murphy, Head of Digital, The Irish Times Group, Ireland
• IMPACT Programme by Emmanuel Naert, Head of Digital Development, Mediahuis, Belgium
• Climate marketing campaign by The Economist by Mark Beard, SVP, Global Head of Subscriptions Marketing, The Economist, United Kingdom
• This is how it ends! by Sinead Boucher, CEO, Stuff, New Zealand
• Stop it! Kleine Zeitung against hate on internet by Larissa Eberhardt, Head of Social Media, Kleine Zeitung, Austria

Breakout 3
Balancing audience performance with content creation
In this breakout workshop, we discuss how to steer insights into the implications of different business models for newsroom work and decisions that editors make. If we choose an advertising or reader revenue model, for example, what does it mean for content, workflow, and planning? What is premium content, and what is not?
Supported by

• 360: Getting audience data in front of reporters by Jens Pettersson, Head of Engagement and Loyalty, NTM, Sweden
• How we personalised the experience for super-local users by Magnus Wahlberg, VK Media, Sweden
• How smart predictions and personalised notifications make analytics into the ideal assistant in every newsroom by Ezra Eeman, Digital Change Director, Mediahuis,
  Erik van Heeswijk, CEO, Smartocto, Netherlands
• AI-based personalised experiences for Mediahuis digital channels by Jonas Boonen, Head of Product Management, Froomle

15:15-15:45

15:45-16:00

16:00-17:00

08:45

Meet study tour participants

Meet the group as we enter the building of JP/Politikens Hus via a side entrance.

Address: Vestergade 28

09:00-09:30

We start the Danish Media Study Tour at JP/Politiken Hus with an overview of the Danish media market. Presented by Mads Brandstrup, CEO Danske Medier; the national Danish Media Association.

Address: Vestergade 28

09:30-12:00

Ekstra Bladet is a popular daily tabloid news brand published by JP/Politikens Hus. It has in recent months been frequently mentioned for its developments in the digital advertising space. The availability of pre-trained algorithms and other advances in machine learning are helping news publishers make giant leaps in development of their own systems for contextual advertising. Learn how Ekstra Bladet is doing it during this visit. In November 2019, EB launched its own data platform, Relevance, that segmented users based on first-party reader data and context derived from content. In October 2020, it launched a contextual advertising network, named the Publisher Platform, in collaboration with six peer publishers, such as TV2 and Berlingske Media, offering advertisers reach to 90% of Danes across all devices or browsers. In January 2021, Ekstra Bladet created its own Web analytics software, Longboat, and has become independent of third-party technologies in the entire data value chain.

Address: JP/Politikens Hus, Second Floor

12:00-13:00

Sandwich lunch at JP/Politiken Hus

13:00-15:30

Politiken is a leading Danish daily broadsheet newspaper, also published by JP/Politikens Hus. The team at Politiken is known for its bold move when raising rates by 400% for its digital subscription offering, going from €10/$12 per month to €40/$48 per month (digital only) in December 2016. By developing subscriber-only reader promises, the company focused on on Politiken’s value proposition by targeting different age groups with different products.

Address: JP/Politikens Hus, First Floor

15:30-16:00

Click for directions

16:00-18:00

Established and published by the Danish resistance movement in 1943 during World War II, Information still exists today as a daily newspaper. With a unique ownership structure, the largest shareholder being the employees themselves, it is run as a not-for-profit with no dividends have ever been paid out to shareholders. Some 50% of subscribers are now digital-only and the price for a digital-only subscription is 215DKK/month (about €30/month). The company has 80 employees in total, with two-thirds of those working in the newsroom, which has a young average age of 40.

Address: Store Kongensgade 40C

18:00-21:00

Restaurant Palægade has been rebuilt due to a fire that ravaged the premises in March 2020. The restaurant has been rebuilt as before the fire and further improved all over. In 2021, the doors reopened to one of the city’s best restaurants in its field, with a classic danish lunch as well as a rock solid evening concept based on the classic Danish and French cuisine.

Address: Palægade 8

08:30

Taxi ride from Hotel Kong Frederik to Berlingske Media

Address: Vester Voldgade 25

09:00-11:30

Berlingske Media is a Copenhagen-based media company that owns many newspapers, Web sites, and radio stations. After the takeover by Belgian publishing group DPG Media, Berlingske Media is focusing on the four main brands: Berlingske, B.T., Weekendavisen (weekend paper), and Radio24syv.

Address: Pilestræde 34

11:30-11:45

11:45-13:00

13:00-15:00

Bonnier News, the media part of Swedish familyowned publishing group Bonnier, is the leading news provider in Sweden and the largest media group in the Nordics. Among the operations in Denmark is business daily Børsen and magazine group Bonnier Publications.

Address: Møntergade 19

15:00-15:30

15:30-17:00

Zetland was born in 2016 out of frustration with the role of fast-paced news in society and in our daily lives. Zetland grew out of four journalists' minds and a cellar in Copenhagen. Hakon Mosbech, Silke Bock, Jakob Moll, and Lea Korsgaard quit their jobs in legacy media and dedicated themselves to figuring out how to make news less stupid and journalism more beneficial to society. In March 2016, the current Zetland was launched as a daily digital newspaper. With the support of three private investors and 1,400 founding members, the award-winning newspaper gathered a team of more than 20 people and began publishing a few stories every day. Learn more about Zetland's audio ventures, news app, membership module, and what it's like to build a brand and community so quickl. Read about their successful “member get member”-case study from the Global Media Awards, a winner in 2020.

Address: Njalsgade 19D, 1. sal

17:00

Bus will take study tour participants back to Hotel Kong Frederik.