How to reach news avoiders? How to get more sign-ups through segmentation? How to expand to new markets? When and how to increase prices?
After three years of prosperity in digital subscriptions, we are entering a time of uncertainty. Many publishers see a slump in penetration of their Web sites and online engagement. Business leaders are worried about a slowdown in the economy and advertising. And we’re all worried about rising prices and inflation.
INMA benchmarks show that news publishers continued to convert new subscribers in high volumes despite declines in traffic. They also show a spike in cancellations, and that might herald a slow down in subscriptions.
At this just-in-time master class, we will gather the best minds in the news industry and discuss the ways forward: Where are we in the news subscription product lifecycle? Should we focus on growing the volumes or the revenue?
This master class is curated by INMA’s Researcher-In-Residence Greg Piechota who searches for new and inspiring case studies, and expert and evidence-based insights in the INMA global network and beyond.
Chief Digital Officer
Octillion Capital Partners
Deputy Head of Digital
The Times and The Sunday Times
Head of Subscription Marketing
Head of Subscriptions
Global Executive Director of Audience Development, Social Media and Analytics
Chief Marketing Officer
Organic Growth Director
Head of Subscriptions
Aptitude Software Group
Head of IN/ Lab
Is your digital subscription business in a growth or mature stage, and what strategies and tactics are the best now?
What can we do to grow our reach and engagement when the news cycle is down?
What are the hottest distribution and acquisition channels and what are the best practices?
Is the decline in online advertising prices an opportunity to flood the space with our ads and grow the market share?
How to reach people overwhelmed and distressed by news?
How to cross ideological and political divisions to broaden the appeal of your journalism?
How to use bundling strategically and tactically to attract casual readers?
How to address more consumer needs than just news?
How to convert the audience we have at a higher rate? And what are the key acquisition benchmarks?
Which segments are more resilient and how to reach them?
How to use data better to target personalised offers?
Is this the right time to increase prices? And if so, how to manage risk of increased churn?
What are the best practices in registering readers? And what to do with those who registered?
Your registration includes the live presentation, the video recordings of the presentations, and the speaker’s presentation if they are willing to share.
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.