A practical guide to finding and acquiring new subscribers in the post-pandemic reality: What benefits attract light readers? Is this time to tighten or change your paywall model? How to price for acquisition and retention?

New and proven subscriber benefits

Evolution of paywall and membership models

Pricing strategies and experiments

What’s next in subscriber acquisition?

The global pandemic is not over, but the interest in COVID news has waned and subscription growth requires a new marketing mix.

INMA has been scouting the world for new and proven acquisition strategies and tactics, so we could inspire your end-of-the-year push and the plan for 2022.

In this master class, we are looking at publishers that turned to journalism mission-driven benefits and messaging, with great results, and how they maximised value with bundling.

As paywalls become tighter than ever, we are considering the implications for nurturing light readers, and are offering examples of new access models you can add to your arsenal.

Advances in analytics and marketing technology have unlocked new opportunities in pricing, with price tests and personalised offers, and we are diving into best practices in conversion optimisation and revenue acceleration.

Fasten your seat belt, press the Ludicrous button, and brace for the sprint.


Coming soon ...

Curated by

Greg Piechota

Greg Piechota

Lead, Readers First Initiative
International News Media Association (INMA)


How to market your core journalistic values?

How to spice up your subscriber bundle?

What features get readers excited and ready to convert?

How to open doors for light readers and keep a tight paywall?

Is this a time to change your paywall model to hybrid?

How to plan reader journeys based on analytics?

What newsletters should you plan next?

How to price your trials to acquire readers that stay around?

What conversion experiments are worth trying?

How to optimise your check-out flow?


Tuesday, October 4

Module 1: Winning value proposition

Click here for more information on this module

Tuesday, October 11

Module 2: Flexible registration and paywall model

Click here for more information on this module

Tuesday, October 18

Module 3: Offers you cannot refuse

Click here for more information on this module


What is included in registration?

Your registration includes the live presentation, the video recordings of the presentations, and the speaker’s presentation if they are willing to share.

What is the format?

Each module will be approximately 2.5 hours in duration. Each module will be held from 10:00 a.m. to 12:30 p.m. New York time (2:00 p.m.-4:30 p.m. GMT). Conducted in the Zoom ecosystem, you will have an opportunity to ask questions of all presenters.

What is the cost?

  • Members: US$395 for all three modules, inclusive of video recordings and presentations
  • Non-members: US$1,190, which is member pricing plus US$795, which includes one year of INMA membership



Questions? Contact us

Tom Corbett

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

E-Mail me

Ana Gutierrez

Directora Regional Latinoamérica
Tel.: +503 7986 7383

E-Mail me

Katy King

Event Manager
Tel.: +1 972 787-8167

E-Mail me

Doreen Mbaya

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

E-Mail me

Madhavi Sekhri

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

E-Mail me