About the GNI European Subscriptions Academy

Since 2020, Google, FT Strategies, and INMA organise an ambitious and intensive eight-month programme that addresses every step of the digital subscriptions process, from discovery to conversion to retention.

The programme is designed to strengthen and accelerate growth of the subscription businesses and help publishers deliver customised plans such as optimising the sales funnel and developing new monetisation strategies.

The 2022 programme attracted applicants from publishers in 22 European countries. The eight participants selected following a rigorous selection process were:

The selection panel focused on ensuring the final cohort of eight publishers represented a broad cross-section of the industry: a mix of local, regional, and national focus; a range of sizes of publisher; and participants at different stages of their subscriptions journey.

The programme engaged the selected group of eight European publishers in a journey that helped them accelerate their reader revenue growth.

The programme drew on the expertise of each of its delivery partners: expertise from INMA’s Readers First Initiative, the analytical tools developed by GNI, and FT Strategies consulting on the “North Star” methodology used by the Financial Times to acquire more than one million digital subscribers.



About INMA

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue. The INMA community consists of nearly 20,000 members at 900+ news media companies in 83 countries. INMA is the news media industry’s foremost ideas-sharing network with members connected via conferences, reports, Webinars, virtual meetings, an unparalleled archive of best practises, and strategic initiatives focused on digital subscriptions, smart data, product, advertising, and newsrooms.

About Google News Initiative and Digital Growth Programme

The Subscriptions Academy is a part of the Google News Initiative’s (GNI) Digital Growth Programme, which was created to provide European news publishers with training and other resources to grow their digital business. The Google News Initiative represents Google’s largest-ever effort to help journalism thrive in the digital age. Through its partnerships, programs and products, the Google News Initiative works with thousands of organisations worldwide to support quality independent journalism, financial sustainability, and development of new technologies that drive innovation. Google allocated US$300 million over three years to energise these collaborations, and to lay the foundation for new products and programs for a diverse set of news publishers, to benefit the entire ecosystem. This includes supporting thought leadership on topics like consumer revenue, advertising, and data that are critical to the future of the news industry.

About FT Strategies

FT Strategies is the digital growth consultancy from the Financial Times, providing the expert insight, integrity and consulting excellence required to transform its clients’ future based on real world, first-hand experience. FT Strategies empowers your ambitions by delivering a sustainable growth strategy, built upon leading-edge capabilities that improve your customer engagement, retention, revenues and profit. Staffed by the experts who successfully transformed the FT’s business model in the face of disruption, FT Strategies works with other organisations worldwide from a wide range of sectors, helping them grow their digital revenue, increase customer engagement and future-proof their businesses. The firm has deep expertise in reader revenue, customer engagement, and analytics, enabling companies to build profitable digital relationships with their audiences, thrive in the new digital economy, and future-proof their business.

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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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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