Your guide to the next phase of media subscriptions: building an engine for scaling up

Learn the latest and best strategies, processes, technologies for customer acquisition, retention, and monetisation

INMA seven “ups” plan for the next decade

Up your brand with casual news consumers

Up your content for habit beyond news

Up your value proposition with bundling

Up your product and customer service for greater experiences

Up your market share with smart pricing

Up your infrastructure for AI and automation

Up your culture and work methods to unlock growth

A big idea behind this Media Subscriptions Summit

For the next phase in digital subscriptions, serving the public with great journalism is crucial but not enough. Heavy news consumers kickstarted your subscription programme, but they won’t sustain growth. It’s time to look at your value proposition, marketing mix, tech infrastructure, people, processes, and ask – are we ready for scaling up?

News publishers need a growth engine:

  • Rethinking the core news product to better fit the needs of casual news consumer markets: from brand to content and experience, from distribution to packaging and pricing.
  • New marketing strategies to promote the value of journalism values, boost value proposition with bundling, and grow share with penetration pricing.
  • Data and technology stacks ready for AI and automation to improve effectiveness and efficiency.
  • Investments in customer experience, the Achilles’ heel of news publishers, from product development to customer service.
  • Agile work methods and cross-disciplinary structures to deliver the road maps and help fix culture to readers-first.

This 5th Annual INMA Media Subscription Summit, curated by INMA’s researcher-in-residence Greg Piechota, is a must-see annual gathering of the best minds in media consumer revenue. It’s evidence-based and insightful, while practical and down-to-earth.

We aim at helping you and your team benchmark the maturity of your reader revenue programme, understand the evolving core capabilities, spot gaps in your growth plan and inspire new opportunities, and help build the engine to drive the next 10 years.





Speakers

Eva Ascarza

Eva Ascarza

Associate Professor
Harvard Business School
United States

Alexandra Beverfjord

Alexandra Beverfjord

Editor-In-Chief and Chief Executive Officer
Dagbladet
Norway

Lisa Boucher

Lisa Boucher

Lagardère Média News
Dagbladet
France

Styli Charalambous

Styli Charalambous

Chief Executive Officer
Daily Maverick
South Africa

Brendan Collogan

Brendan Collogan

Director, Subscriptions
News Corp. Australia
Australia

Anderson Demian Lopes de Souza

Anderson Demian

General Manager for B2C and Digital Strategy
Folha de S Paulo
Brazil

Meinolf Ellers

Meinolf Ellers

Chief Digital Officer
DPA
Germany

Paul Fichtenbaum

Paul Fichtenbaum

Chief Content Officer
The Athletic
United States

Peter Gray

Peter Gray

Vice-President, Product
Dow Jones
United States

Mayur Gupta

Mayur Gupta

Chief Marketing Officer
Gannett
United States

Lyndsey Jones

Lyndsey Jones

Author
"Going Digital"
United Kingdom

Christoph Mayer

Christoph Mayer

Partner and Managing Director
Schickler
Germany

Veronika Munk

Veronika Munk

Founding Editor-in-Chief, Head of Content Development
Telex
Hungary

Daniel Mussinghoff

Daniel Mussinghoff

Director Premium, Bild
Axel Springer
Germany

L.V. Navaneeth

L.V. Navaneeth

Chief Executive Officer
The Hindu Group
India

Yasmin Namini

Yasmin Namini

Digital Media Consultant and Advisor
United States

Nicki Purcell

Nicki Purcell

President
Insite
United States

Michael Ribero

Michael Ribero

Chief Subscriptions Officer
The Washington Post
United States

Agustina Roncaglione

Agustina Roncaglione

Head of Subscription Acquisition
La Nacion
Argentina

Chris Taylor

Chris Taylor

Chief Operating Officer
Telegraph Media Group
United Kingdom

Patrick Tornabene

Patrick Tornabene

Chief Consumer Revenue and Strategy Officer
Newsday
United States

Laurie Truitt

Laurie Truitt

VP Global Consumer Growth
Time
United States

Darya Ushakova

Darya Ushakova

Vice-President, Consumer Marketing
Philadelphia Inquirer
United States

Suzi Watford

Suzi Watford

Former Chief Marketing Officer and Executive Vice-President, Consumer
Dow Jones and The Wall Street Journal
United States

Robert Whitehead

Robert Whitehead

Lead, Digital Platform Initiative
INMA
Australia




Curated by


Grzegorz Piechota

Greg Piechota

Readers First Initiative Lead
International News Media Association (INMA)







Topics


What are the strategies and tactics behind the record-breaking growth of subscription leaders in the past three years?

What does success look like for beginners, intermediate, and mature subscription programmes?

When to focus on acquisition and when on retention? How to coordinate the two?

How to help casual readers form habits regardless of the news cycle?

What is the role of audio and video in the subscription value proposition?

What to make of the rise of Web3 technologies, such as crypto, NFTs and metaverse?

Where to invest your marketing budget – building brand or driving performance?

Where should you expand – to new geographies or to new customer segments?

What marketing technologies out there help improve effectiveness and efficiency?

What is the return on investment in AI and automation?

What are best practices in subscription product development?

What is the role of customer service teams in digital relationships?

How to manage change to customer-centric, data-positive and subscription-first culture?

How to win the arms race for the best content and talent with new competitors?








Practical workshops


Product: Launching a subscription for a niche audience

Lifecycle: Planning a retention programme

Analytics: Attributing conversion to content








Supporters




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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