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May 24

8:00 a.m.-9:00 a.m.
Registration and welcome coffee

Doors open to the Westin workshop room at this time. Pick up your badge and registration credentials for World Congress in advance of the workshop – and network with peers with a welcome coffee.

9:00 a.m.
Welcome and introductions

Where subscriptions are going next for news media is the focus of this half-day workshop curated by Readers First Initiative Lead Greg Piechota.

Readers First Initiative Lead, INMA, United Kingdom

Greg Piechota

9:05 a.m.
Schibsted’s plan to double digital subscriptions by 2025

With national, local, business, and audio news brands across Norway and Sweden, Schibsted has been a digital transformation front-runner, doubling its subscriber base every three years. It plans to scale further with new product launches and super bundles. In this keynote, hear about Schibsted’s first wins and about the latest innovations in the news subscription space in Scandinavia.

Executive Vice President, Schibsted News Media, Norway

Siv Tveitnes

9:25 a.m.
Executive panel: The strategic dilemma of growing subscribers’ volume vs. value

Amid the market headwinds, some publishers shift focus from growing market share to profits, and prioritise retention over acquisition. What strategy should you choose? In this panel, we will discuss different approaches to long-term business growth of national, local, and niche publishers. What are the opportunities and risks?

Executive Vice President, Schibsted News Media, Norway

Siv Tveitnes

Digital Media Consultant and Advisor, United States

Yasmin Namini

Chief Commercial Officer, The Information, United States

Karl Wells

10:00 a.m.
The retention battle: Fighting for subscribers in a rocky economy

Recent studies show that 76% of annual recurring revenue is generated from existing subscribers. Failing to retain them means missing out on most of the revenue. In this presentation, hear from Zuora on how to implement a super retainer strategy that can help you navigate even the toughest economic climates.

Vice President, GTM Subscriber Experience, Former CEO of Zephr, Zuora, United Kingdom

James Henderson

10:15 a.m.
Extending the life cycle: Retention master plan of The Washington Post

One of America’s most trusted news brands acquired millions of subscribers when the news cycle was dominated by political turmoil and the pandemic. But how is it navigating the challenges of audience fatigue and increased competition? In this presentation, discover the table stakes and latest innovations in maintaining and growing loyal readership.

Head of Lifecycle Marketing, The Washington Post, United States

Anjali Iyer

10:40 a.m.
Readers first newsroom: Digital transformation lessons from Berlingske

From a traditional newspaper of record, this historic Danish news brand transitioned to being a digital leader. It prioritised online journalism and mobile distribution over print, and subscriptions over advertising. In this firsthand account, delve into the challenges of balancing newsroom dynamics, managing metrics, and maintaining editorial integrity during the shift.

Head of Editorial Development, Berlingske Media, Denmark

Kevin Walsh

11:05 a.m.
Pockets of loyalty: Finding and engaging new audiences at the Indian Express

Respected for its investigative and explanatory journalism, this Indian newspaper broadened its online reach to more than 90 million users, but saw only a few engaged regularly. It addressed the challenge with a systematic process of slicing the market in search of segments, or pockets of loyalty, and targeting them with content and marketing.

Business Head and Editor, New Media, The Indian Express, India

Nandagopal Rajan

11:30 a.m.
No longer anonymous: Registering and nurturing potential subscribers at Advance Local

As advertising and reader revenue strategies converge, publishers increasingly focus on registering and logging in users. This helps to know readers better, engage them, and nurture the value of subscriptions. As a bonus – the first-party data helps to boost digital ad revenues, preparing the company for a cookieless world.

Vice President, Content Strategy, Advance Local, United States

Lamar Graham

11:55 a.m.-12:00 p.m.
What you need to know next about INMA’s Readers First Initiative

After takeaways from today’s workshop, learn what the Readers First Initiative is doing next – and how you and your teams can participate.






Ready to attend World Congress?