Tuesday, February 1

Module 1: Media subscriptions in the COVID era

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

What is the state of media subscriptions in the beginning of the third year of a global pandemic?

According to the INMA benchmarks, our members on average doubled their online subscriber base in the past three years. Some brands grew even faster. So:

  • What does success look like for beginners, intermediate and mature publishers?
  • What strategies and tactics led to outstanding results and record-breaking milestones?
  • When to focus on acquisition and when on retention? How to coordinate the two?
  • Where should you expand – to new geographies or to new customer segments?
  • Where to invest your marketing budget – building brand or driving performance?
  • What to make of the rise of Web3 technologies, such as crypto, NFTs, and metaverse?

In this module, we will distill the best practices of the reader revenue leaders, as well as get inspired by the academia and industry thinkers about the next decade of the news transformation to readers-first.

Thursday, February 3

Module 2: Best practices of subscription leaders

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

According to an INMA end-of-year survey, the investment priorities for news publishers are: product (73%), data and research (73%) and content (60%). Many are also seeing opportunities in customer service (47%), promotion (43%) and pricing (40%).

This clearly shows the shift in priorities, as publishers’ subscription programmes mature – from content to product, and from intuition to evidence-based decisions.

In this module, we will review what the current state of art looks like:

  • What subscription products – new and improved ones – do publishers see successful in the COVID era?
  • What areas of coverage or experiences delight the audiences?
  • What data and technology support new product development?
  • What marketing mix works best to attract new segments of customers?
  • What is the role of customer service in digital relationships?

Tuesday, February 8

Module 3: Core capabilities of subscription-first businesses

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

As a data and marketing technology stack becomes a backbone for digital business of news media, the new core capabilities include data capture, enrichment, segmentation, prediction, and attribution.

Yet data and martech has no value if not used. How do publishers integrate data and tech into their operations? What subscription-specific data products do they build? What are the proven use cases for AI and automation?

In this module, we we will talk about applying data and tech for subscription growth, and then we will split into three parallel workshop sessions:

  • For editors and product teams: How to launch a subscription for a niche audience?
  • For marketers and lifecycle-focused teams: How to plan a bullet-proof retention program?
  • For data and research teams: How to attribute conversion or retention events to articles or features, and finally discover what really sells news subscriptions?

Thursday, February 10

Module 4: New focus on pricing and bundling for growth

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

Smart pricing strategies are the best-kept secrets of the subscription leaders, and INMA plans to reveal some of those in this module.

Brands that grew online reader revenue the fastest in the past three years often priced for penetration, sacrificing their average revenue per subscriber for the higher share of the total market. The gamble paid off in the pandemic.

In the next phase of the penetration game, publishers see opportunities in bundling and unbundling to boost value for money of their offers and appeal to segments beyond the heavy news consumers.

In the end, as Netscape CEO Jim Barksdale famously said: “There are only two ways to make money in business: bundling and unbundling.”

  • What to bundle and what to unbundle?
  • How sustainable is penetration pricing?
  • How to research and test prices?
  • How to communicate changes in prices?

Tuesday, February 15

Module 5: Engine for subscription growth

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

If culture really eats any strategy for breakfast, let’s break down what change to subscription-first, customer-centric, and data-positive culture really requires:

  • How to manage changes necessary to adjust the editorial content, product, and marketing to the needs of paying readers?
  • How to move our teams’ mindset from transactional to member relationships?
  • How to lead teams with metrics, while empowering them to use their best judgment?
  • How to win the arms race for the best content and talent with new competitors, such as creators’ platforms?

In this module, we will address the number one barrier for business transformation to customer-centric: culture. Hear stories from the trenches and share your own experiences.

At this end of this module, INMA’s Greg Piechota will deliver a keynote on the outlook for news subscriptions, and distill the biggest learnings of the summit.


Questions? Contact us

Tom Corbett

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

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Ana Gutierrez

Directora Regional Latinoamérica
Tel.: +503 7986 7383

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Katy King

Event Manager
Tel.: +1 972 787-8167

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Doreen Mbaya

Head of Africa Division
Tel.: +254 721 541 025

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Madhavi Sekhri

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

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