Green Study Tour

Join INMA at the Westin Times Square for your registration credentials and welcome coffee. Then grab your seat for the Study Tour briefing.

Location:
Westin Times Square Hotel
270 West 43rd Street
Fourth Floor Atrium

What you can expected over the next two days of study tour, punctuated by an overview of the New York media scene, is the focus of this briefing for participants of all three INMA study tours. Afterward, your study tour will begin.

Location:
Westin Times Square Hotel
270 West 43rd Street
Gershwin Ballroom, Fourth Floor

Dotdash Meredith is the largest publisher in America. Nearly 200 million people trust them to help make decisions, take action, and find inspiration. Dotdash Meredith’s over 40 iconic brands include People, Better Homes & Gardens, Verywell, Food & Wine, The Spruce, Allrecipes, Byrdie, Real Simple, Investopedia, and Southern Living.

In the programme we will have:

• Welcome from Dotdash Meredith leadership, coffee on the terrace with view of Hudson River
• Office tour, including Commerce Testing Labs
• Future of publishing presentation
• Building ads that help people: A blueprint to fix digital publishing

Ad targeting is broken. 20 years of cookie targeting has devalued publisher and created a US$6 billion hole in the market, and it’s getting worse. Dotdash plans to fix that. When Dotdash Meredith was created in 2021 through an acquisition, they made the bet that there’s a better way to build a profitable, growing digital publisher. They put the user first and run ads that help readers, all while using the content, not cookies, to run their campaigns. Along with Civic Science, they’ll talk about how ethical ad targeting puts quality journalism back in the heart of the business, and how fixing ad tech can fix the internet.

Location:
Dotdash Meredith
225 Liberty St, 4th Floor

CivicScience is a privacy-centric, AI-powered audience intelligence and advertising optimisation platform. They enable premium publishers to gather and harness ethically sourced first-party data to attract and engage new readers and maximise revenue on the open Web. Our study tour discussion will focus on how we are creating a new, future-proof media ecosystem to not only drive more audiences and ad dollars to brand-safe, world-class publishers, but to address the socio-cultural ills borne of legacy surveillance marketing.

Location:
Dotdash Meredith
225 Liberty St, 4th Floor

Building the content business of the future. The News Movement’s mission is providing the world with information people can trust, pioneering a new system of content creation and storytelling for the good of journalism, media partners, brands, and the next generation of citizens and consumers. From Gen Z-focused news brand, TNM, to video-based content on politics and power, The Recount, the aim is to cut through the noise. A spectacular growth story that legacy media can learn from.

Location:
The News Movement
200 Liberty St. New York, NY 10281

The Financial Times (FT) is one of the world’s leading business news organisations recognised internationally for its authority, integrity, and accuracy. The FT has an impressive paying readership of one million, three-quarters of which are digital subscriptions. It is part of Nikkei Inc., which provides a broad range of information, news, and services for the global business community.

In the programme:

• About the editorial structure and the FT's expansion into the United States
• Deep dive into their successful audio growth strategy
• How to diversify revenue streams
• Visit of the FT office

Location:
Financial Times
330 Hudson St. New York, NY 10013

Wirecutter is the product recommendation service from The New York Times. In this visit, learn how Wirecutter journalists combine independent research with testing so people can make the highest quality buying decisions – while eliminating the stress of shopping. Wirecutter was founded in 2011 and acquired by The New York Times in 2016. The company earns money through subscriptions and affiliate marketing – thus, they get paid commissions on products purchased through links to retailer sites. In the programme we will have:

• A tour of Wirecutter testing facilities.
• Editorial talk with an overview and history of Wirecutter, their evolution, and how they’ve developed the editorial and audience strategy today to reach future ambitions.
• Commercial talk where we discuss Wirecutter's evolution since 2011, the revenue strategy, and new, exciting revenue opportunities.

Location:
The New York Times Wirecutter
12-01 44th Ave, Queens, NY 11101

Westin Times Square Hotel, 270 West 43rd Street

9:00 a.m. – 9:15 a.m. Arrival and refreshments

9:15 a.m. – 10:15 a.m. Newsday presentations and Q&A
Newsday Media Group (NMG) is the winner of 19 Pulitzer Prizes and is one of the most dynamic community-driven media organisations in the United States. They serve Long Island and New York City through a portfolio of mobile and digital products, print publications, and live events. We’ll talk about innovation, content marketing and brand ambassadors, video, and some of their most successful campaigns, like “Feed Me.”

Part 1: NewsdayTV - How Newsday's new video initiative aims to drive new audience and engage subscribers and advertisers

Location:
Newsday
6 Corporate Center Dr, Melville, NY 11747

Powered by a global community of millions, Atlas Obscura is a media and experiences company dedicated to sharing the world’s hidden wonders. Atlas Obscura produces award-winning journalism and chart-topping podcasts, leads unique guided trips all around the world, and has now published three consecutive New York Times best-selling books, with over two million copies in print. The company was founded in 2009 as a user-created compendium of the world's most incredible places. Atlas has grown to include more than 23,000 entries, such as the secret apartment at the top of the Eiffel Tower and the New Zealand caves lit by glow-worms.

Experience an overview of Atlas Obscura’s editorial strategy and approach to creating content. We’ll talk about advertising growth through brand partnerships, trip business, and brand licensing.

Location:
Atlas Obscura @ Newsday
6 Corporate Center Dr, Melville, NY 11747

For more than 165 years, The Atlantic has shaped the national debate on politics, business, foreign affairs, and cultural trends. It is known for its long-form journalism, intellectual curiosity, diverse perspectives, thoughtful analysis, and a strong reputation. The magazine's focus on long-form journalism provides readers with deep insights and analysis on important topics. The magazine's commitment to high-quality journalism, innovation, and a diversified business model has helped it remain successful and financially sustainable in a rapidly changing media environment. We’ll speak about The Atlantic's subscriptions growth, product innovations, and more with its leadership.

Location:
The Atlantic
130 Prince St, New York, NY 10012

This Microsoft division has built the world's largest professional network. Learn how it can help publishers build premium audiences for their valuable content.

Location:
LinkedIn
Empire State Building
350 Fifth Ave