Study Tour

Monday, February 26

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

Executive briefing

225 Liberty Street, 4th Floor, Room: 4S-112

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.

Presenters
Robert Whitehead
Digital Platforms Initiative Lead, INMA
Greg Piechota
Readers First Initiative Lead, INMA

9:00 a.m. – 10:30 a.m.

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

225 Liberty Street, 4th Floor, Room: 4S-112

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.

Presenter
Dr. Jon Roberts
Chief Innovation Officer, Dotdash Meredith

10:30 a.m. – 11:00 a.m.

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

225 Liberty Street, 4th Floor, Room: 4S-112

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.

Presenter
Rafat Ali
Founder and CEO, Skift

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

Growing customer lifetime value by reducing churn

Subscriptions are still growing for publishers, but slower than a few years ago. That means retaining subscribers has become increasingly important and is one of the best ways to grow customer lifetime value. In this session, Piano strategist Katelyn Belyus, will present the latest data on subscriber tenure and lifetime value and share tactics that work best for reducing passive and active churn.

Presenter
Katelyn Belyus
Vice President Strategy & Analytics, Piano

11:30 a.m. - 11:45 a.m.

Walk to The News Movement

11:45 a.m. – 12:45 p.m.

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

200 Liberty Street

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

Presenters
Ramin Beheshti
President, Co-Founder, The News Movement
Dion Bailey
Chief Product & Technology Officer, The News Movement
Lotte Jones
Chief Creative Officer, The News Movement

12:45 p.m. - 1:15 p.m.

Bus to Chartbeat

1:45 p.m. – 3:00 p.m.

Chartbeat: Tracking the reader journey in real time

393 Broadway, 2nd Floor

Chartbeat’s content analytics empower over 60,000 media brands to use their own data to build loyal audiences across desktop, social, and mobile platforms. With easy-to-use real-time and historical analytics, in-depth headline testing, and in-page optimization tools, Chartbeat makes writers, editors, and analysts instantly more effective and aligns entire organisations on the editorial goals that drive ROI. We will explore worldwide trends in traffic and engagement, as well as the tactics publishers can employ to build, convert, and retain their audience.

Presenter
Jill Nicholson
Chief Marketing Officer, Chartbeat

3:00 p.m. - 3:15 p.m.

Bus to the Scientific American

3:15 p.m.-5:00 p.m.

Exploring change: Transformations in subscriptions, technology, and engagement over the years at Scientific American

1 New York Plaza, Suite 4600

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.

Presenters
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

5:00 p.m. - 6:00 p.m.

End of first day and time for cocktails

Let's wrap up the day of tours and learning with some refreshing cocktails. Join us for a laid-back evening of good company and relaxation. Cheers to a day well spent.

Tuesday, February 27

7:45 a.m. - 8:00 a.m.

Meet in the Conrad hotel lobby and bus to the first visit

102 North End Avenue

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

Bus to the Atlantic

8:30 a.m.- 10:00 a.m.

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

130 Prince Street

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.

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

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

Bus to the Guardian

10:30 a.m. - 12:00 p.m.

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

61 Broadway

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.

Presenters
Emilie Harkin
Senior Vice President, Growth, The Guardian
Rachel Sturm
Director of Consumer Revenue, The Guardian

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

Lunch at the Guardian

61 Broadway

12:30 p.m. - 1:00 p.m.

Bus to Bloomberg

1:00 p.m. – 2:30 p.m.

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

731 Lexington

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 Bloomberg.com 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.

Presenter
Julia Beizer
Chief Digital Officer, Bloomberg

2:30 p.m. - 3:00 p.m.

Bus to the Wall Street Journal

3:00 p.m. – 4:30 p.m.

An audience-first approach: A lesson in cross-functional collaboration at The Wall Street Journal

1211 Avenue of the Americas, Impact Conference Room, 9th floor

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.

Presenters
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

4:30 p.m. - 5:00 p.m.

Bus to One World Trade Center

5:00 p.m. - 7:00 p.m.

Happy hour at One World Trade Center

117 West Street

We start the INMA Media Subscriptions Summit with happy hour cocktails at One World Observatory. This place on the 104th floor of One World Trade Center, standing on the site of the original World Trade Center complex destroyed in the terrorist attacks on September 11, 2001, is a symbol of rebirth, resilience, and renewal. As the shift to digital subscriptions has become transformative to news media across the world, we set the stage for the three-day event with “cocktails with a view.” It is not just an opportunity to get acquainted with fellow attendees; it is a platform for sharing ideas, igniting discussions, and setting the tone for a successful and engaging summit. Join us, have a drink with us, and enjoy the breathtaking panoramic views of Manhattan, Brooklyn, the Statue of Liberty, and across the Hudson River into New Jersey. INMA groups will ascend One World elevators between 5:00 p.m. and 5:30 p.m.



Supporters




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
English
Tel.: +1 608 206 7812

E-Mail me