About the Readers First Initiative

Readers First Initiative

The INMA Media Subscriptions Summit is part of the 4-year-old Readers First Initiative, which aims to surface global best practices in the art and science behind digital subscriptions for media companies.

No single project has impacted the news industry in recent years as the Readers First Initiative, positioning INMA as a guide and mentor for digital subscription growth.

Led by Subscriptions Summit curator and INMA researcher-in-residence Greg Piechota, the Readers First Initiative has upgraded the subscription game of publishers worldwide since launched in 2018.


If you are an INMA member, check out these subscription resources:

Here are Greg’s latest insights into digital subscriptions

1,000+ subscribers to Greg’s insights into reader initiatives worldwide

Recent reports cover light readers, B2B, subscription pricing

Recent presentations from Readers First master classes

Best practices
Global best practices in subscriptions from Global Media Awards

Includes 2021 (virtual), 2020 (New York), 2019 (Stockholm), 2018 (London)

Slack channel
300+ members participating in subscription discussions

Readers First briefings
Ask Greg anything about subscriptions and gain unparalleled insights (must be an INMA corporate member)


The Readers First Initiative is built on three pillars:

Business model innovation perspective

  • Best consumer revenue models
  • Consumer-centric products and services
  • Reinventing news media operating models
  • Leading transformation and innovation

Organisation perspective

  • Newsrooms and journalism worth paying for
  • Product teams and great news experiences
  • Marketing teams and people-focused acquisition and retention
  • Analytics and data informing decisions
  • Leadership and change management

Marketing goal and function perspective

  • Growing the reader revenue business
  • Retaining customers forever
  • Understanding readers
  • Innovating with products and services
  • Leading change in news organisations

About Greg

Greg Piechota is a researcher-in-residence at the International News Media Association (INMA) and the lead of INMA’s Readers First initiative. An ex-fellow at Oxford and Harvard universities, he studied technology-enabled disruption patterns across industries with a focus on business model innovation in news media. Greg is a former media executive with 20+ years of industry experience, beginning at Poland’s Gazeta Wyborcza in 1996 where he worked his way up from local reporter to news editor and vice president of Agora Foundation. His book on digital disruption and transformation of business models, Unlocking the Customer Value Chain, written with Professor Thales Teixeira of Harvard Business School, was released in 2019. Greg's latest report on subscriptions in the news industry, “Light Readers: Digital Subscriptions’ Next Growth Path,” was released in 2021 by INMA.


Questions? Contact us

Katy King

Event Manager
Tel.: +1 972 787-8167

E-Mail me

Tom Corbett

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

E-Mail me

Madhavi Sekhri

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

E-Mail me

Ana Gutierrez

Directora Regional
Latinoamérica El Salvador
Tel.: +503 7986 7383

E-Mail me