Red Study Tour

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Monday, February 26

7:30 a.m.-8:00 a.m.

Study Tour registration, welcome coffee

8:00 a.m.-8:45 a.m.

Executive briefing

Join INMA at the Dotdash Meredith offices for your registration credentials and welcome coffee on the terrace with a view of the Hudson River. After meeting with colleagues, and a welcome from INMA, you’ll be briefed on the present subscription landscape by the INMA Readers First Initiative Lead Grzegorz Piechota – the perfect overview before your study tour.

Earl J. Wilkinson
Executive Director and CEO, INMA
Greg Piechota
Readers First Initiative Lead, INMA

8:45 a.m.-9:00 a.m.

Coffee break

9:00 a.m. – 10:15 a.m.

Exploring innovation and successful growth: Inside Dotdash Meredith, America's premier publisher

Dotdash Meredith is the largest publisher in the United States. Nearly 200 million people trust them to help make decisions, take action, and find inspiration. Dotdash Meredith's more than 40 iconic brands include People, Better Homes & Gardens, Verywell, Food & Wine, The Spruce, Allrecipes, Byrdie, Real Simple, Investopedia, and Southern Living. In this visit, we will be welcomed by Dotdash Meredith leadership, tour offices (including testing labs), and hear about the future of publishing via audience engagement and retention, product development and optimisation.

Dr. Jon Roberts
Chief Innovation Officer, Dotdash Meredith

10:15 a.m.-9:00 a.m.

Coffee break

10:30 a.m.– 11:15 a.m.

Skift: Exploring effective subscription strategies, pricing models, and value propositions

Skift is a verb with origins in Nordic languages that means shift; transformation. As the daily home page for the world’s largest industry, Skift is the leading news source for travel executives and is, the information and intelligence brand monitoring the ever-evolving transformation into the future of travel. Skift’s award-winning team of journalists provide pivotal media insights on key travel sectors with marketers, strategists, and technologists top of mind. In doing so, they decipher and define global travel trends through a combination of news, research, conferences, exclusive interviews, strategic sector-focused newsletters, and more.

On the agenda:

  • Subscription models: Explore effective subscription strategies, pricing models, and value propositions.
  • Digital transformation: Discuss how media companies use technology and innovation for subscription service enhancement.
  • Audience engagement: Share insights on content strategies, community-building, and data analytics for subscriber retention.

Rafat Ali
Founder and CEO, Skift

11:15 a.m. - 11:30 a.m.

Walk to The News Movement

11:30 a.m. – 12:30 p.m.

The News Movement: From audience centricity to agile marketing and global reach strategies

Building the content business of the future, The News Movement’s mission is to provide the world with information people can trust. They have pioneered 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 The Recount, a video-based service on politics and power, the aim is to cut through the noise. A spectacular growth story from which legacy media can learn.

On the agenda:

  • Growing audiences, engagement, subscriptions, and using social media platforms
  • Increasing reach and platform expansion through product experiences
  • Building products for the younger generations

Ramin Beheshti
President, Co-Founder, The News Movement

12:30 p.m. - 1:30 p.m.

Lunch and Bus to Optimera

1:30 p.m. – 3:00 p.m.

Monetisation strategies that can complement subscription revenue

Optimera measures and enables publishers to fulfill advertiser requests for metrics like viewability, click through rates, and brand safety. The discussion will be focused on shared goals and how publishers can coordinate the overall strategy of advertising and subscription initiatives.

On the agenda:

  • Monetisation synergy: In the post-cookie environment, ad quality will complement subscription revenue
  • Enhanced user experience: The impact of personalised ad delivery on subscriber experience
  • Data-driven insights: How analytics can provide valuable insights for both advertising and subscription strategies
  • Cross-marketing opportunities: Ways to integrate advertising and subscription offerings for mutual benefit
  • Content personalisation: Align the expertise in personalised ad delivery with the trend of content personalisation in subscriptions

Keith Candiotti
Chief Executive Officer, Optimera
Jake Sullivan
Director of Programmatic & Revenue Partnerships, U.S. News & World Report

3:00 p.m. - 3:30 p.m.

Bus to Scientific American

3:30 p.m.-5:00 p.m.

Exploring Change: Transformations in Subscriptions, Technology, and Engagement Over the Years at Scientific American

Established in 1845, Scientific American, the longest-running magazine in the U.S., has been a home to scientific insights from 200+ Nobel Prize winners. With a global outreach of over 10 million people monthly through its website, print, digital editions, newsletters, app, and social media, Scientific American continues to shape scientific conversations worldwide. This session delves into the brand’s evolution in subscriptions, technology, and audience engagement.

Kimberly Lau
President, Scientific American, and Vice President of Consumer Media, Springer Nature, United States
Chris Monello-Johnson
Director of Marketing, Scientific American, United States
Jeffery DelViscio
President, Chief Multimedia Editor, Scientific American, United States

Tuesday, February 27

8:00 a.m. - 8:30 a.m.

Meet in the Conrad hotel and bus to the first visit

8:30 a.m. - 9:00 a.m.

Bus to the Atlantic

9:00 a.m.- 10:30 a.m.

Subscribing to excellence: The Atlantic's journey to 1 million readers

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. The Atlantic has a very successful subscription model, 42% of 860,000 subscribers are digital, with an aim for one million. We’ll speak about The Atlantic's subscriptions growth, their dynamic paywall, product innovations, and more.

Megha Garibaldi
Chief Growth Officer, The Atlantic
Jefferson Rabb
Chief Product Officer, The Atlantic

11:00 a.m. - 12:30 p.m.

The Guardian’s record 250,000 monthly supporters in the U.S. highlights success of subscription model

The Guardian strategically invested in the U.S. to tap into the ongoing interest of American readers. This focused approach helped the newspaper attract and keep readers who are willing to contribute financially. They've emphasised obtaining revenue from digital readers as a key part of their overall plan. The Guardian also made products specifically for the U.S., like newsletters about specific topics. This shows their dedication to tailoring content for their audience. This personal touch likely makes readers more engaged and willing to financially support the platform. The fact that The Guardian now has a record of 250,000 people in the U.S. supporting them every month shows that their subscription model is working well. It indicates a strong and growing group of readers happy to provide ongoing financial support.

12:30 p.m. - 1:30 p.m.

Lunch and Bus to Bloomberg

1:30 p.m. – 3:00 p.m.

Bloomberg: Growing subscription business and innovating business coverage across every platform

Founded by Michael Bloomberg in 1981 to provide high-speed financial information and analytics to global traders in the pre-Internet era, Bloomberg L.P. since has expanded its services to include a range of business and financial news products. The flagship Bloomberg Terminal, which is an indispensable tool for financial professionals, has attracted some 325,000 global subscribers generating an estimated US$7 billion in revenues per year. Revenues from the terminal business help support the ambitious efforts of Bloomberg Media to cover business and financial news on the Web, on television, on the radio, and in print at Businessweek. Bloomberg employs 20,000 people in 12 countries, including 2,700 journalists and 7,000+ software engineers. The company’s internal AI development group created BloombergGPT, a large-scale generative AI model trained on data the company has accumulated for 40+ years. Since putting behind a paywall in 2018, the company has gained 450,000 digital subscribers. The company aims to grow to 500,000 subscriptions in 2024. During this stop, we will learn how Bloomberg is growing its subscription business and integrating AI into the newsroom workflow and product portfolio.

Julia Beizer
Chief Digital Officer, Bloomberg

3:00 p.m. - 3:30 p.m.

Bus to the Wall Street Journal

3:30 p.m. – 5:00 p.m.

An Audience-First Approach: A Lesson in Cross-functional Collaboration at The Wall Street Journal

The Wall Street Journal is known for pioneering a propensity-led paywall model and subscription strategy that it continues to innovate on as it looks to grow its nearly four million subscriber base. The INMA visit to the company’s headquarters will include a presentation on their audience acquisition strategy and the cross-functional collaboration across newsroom, marketing, and product that has optimized engagement and conversion rates, bringing new, quality customers into the marketing funnel.

Katie Fabry
Senior Marketing Director, Wall Street Journal
Kevin Dubouis
Director of Content Strategy, Wall Street Journal
Lydia Serota
Director of Newsroom Product, Wall Street Journal
Jon-Michael Poff
Director, Audience Growth & Monetization, Wall Street Journal
Jane Mahoney
Director of Global Subscriber Acquisition , Wall Street Journal

5:00 p.m.

End of the tour and bus to the Conrad Hotel


Individual Registrations



Group Registrations



Join the INMA community at the Subscriptions Summit by connecting with people face-to-face and sponsoring.
Click here to see options (PDF).

Questions? Contact INMA

Tom Corbett

Head of European Division
Antwerp, Belgium
Dutch, English
Tel.: +32 486 37 13 36

E-Mail me

Bonnie Nolan

Events Manager
Lake Mills, United States
Tel.: +1 608 206 7812

E-Mail me