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April 26

8:00 a.m.-9:00 a.m.
Workshops welcome tea

Join colleagues for a welcome tea or coffee in the fourth floor networking lounge before diving into the day’s workshops.

9:00 a.m.-9:10 a.m.
Welcome and introductions

In the opening session, we will welcome attendees and set the stage for putting readers at the heart of your subscription strategies.

Readers First Initiative Lead, INMA, United Kingdom

Greg Piechota

9:10 a.m.-10:00 a.m.
Recipes of the European subscription master chefs

Corriere della Sera and El País, leading news brands in Italy and Spain, have defied skepticism towards paywalls in their markets and emerged as two of the fastest-growing news subscription brands in Europe. Today, they set an example for other hesitant publishers. In 2023, Corriere reached 600,000 digital subscribers, while El País reached 350,000. Learn firsthand how they cooked up this remarkable success and what were the ingredients beyond – obviously – pasta and paella.

Director, Digital News, Corriere della Sera, Italy

Fabio Napoli

Chief Marketing Officer, Prisa Media, Spain

Luis Baena Reig

10:00 a.m.-10:25 a.m.
The must-read letters from the Financial Times

Out of more than 30 e-mail newsletters that the Financial Times sends regularly, some are free, some are subscriber-exclusive, and some are also marketed as stand-alone subscription products. Many have won industry awards. Learn how the FT has built and manages its newsletter portfolio to enhance and lead to subscriptions. How do they innovate within editorial, product and technology? Hear how they have worked cross-functionally to launch standalone paid newsletters.

Executive Editor and Head of Newsletters, The Financial Times, United Kingdom

Sarah Ebner

Senior Product Manager, The Financial Times, United Kingdom

Erin O’Handley

10:25 a.m.-10:40 a.m.
Paywall breakthroughs for the revenue climb

Readers’ journeys to becoming subscribers are no longer the same, as advances in marketing technology and predictive analytics allow for personalised experiences and help optimise different revenue sources – all at once. Hear from industry partner Piano about the latest innovations in digital subscription management.

Executive Vice President Media Strategy, Piano, United States

Michael Silberman

10:40 a.m.-11:30 a.m.
Unlocking the riches in the niches of podcasts and magazines

Instead of going broad, some find success in going narrow and build thriving subscription businesses by tapping into people’s passions. Eurozet has built Poland’s leading podcast subscription by fostering a community among listeners. Scientific American, a 178-year-old institution, is nurturing a dedicated readership united by their passion for science and innovation. Discover how they turn consumers into fans.

Group Digital Managing Director, Eurozet Group, Poland

Marcin Kowalczyk

Director of Marketing, Scientific American, United States

Chris Monello-Johnson

11:30 a.m.-11:55 a.m.
The daunting challenge of getting young readers to pay for news

For many publishers, getting young readers to pay feels like an uphill struggle. Impossible? NWT Media, a regional news publisher in Sweden, rejuvenated its subscriber base in just two years, bucking industry trends. Their approach involved in-depth audience analysis, creating targeted content and marketing campaigns, and forming a cross-functional working group. Want to know how they pulled it off?

Deputy Head of Media, NWT Media, Sweden

Patric Hamsch

11:55 a.m.-12:00 p.m.
Summary and takeaways

Let us recap the key insights and learnings from the subscription workshop. Learn how to stay in touch with the INMA community through Readers First Initiative newsletter, Slack channel, master classes and Webinars.