Digital Media Innovation Study Tour

Join INMA at Reuters headquarters in Canary Wharf for your registration credentials and a welcome tea.

Location:
Morning attendee arrival: Reuters
5 Canada Square, 7th Floor, London E14 5AQ

After meeting with colleagues, and a welcome from INMA, you’ll be briefed on the current British news media landscape — key challenges and opportunities — the perfect overview before your study tour.

Location:
Reuters
5 Canada Square, London E14 5AQ

Reuters, the London-based global news authority, is known for delivering precise, real-time reporting. Reuters is your portal to unbiased and impactful stories that resonate worldwide. Explore the dynamic realm of news with Reuters, where accuracy and relevance take center stage. We’ll navigate topics such as AI integration, newsroom transformation, mega elections, and journalism safety. This study tour visit will conclude with a tour of the Reuters newsroom.

Location:
Reuters
5 Canada Square, London E14 5AQ

Welcome from Ozone and Newsworks
Join us for an insightful discussion with the Ozone and Newsworks leadership teams, news media top executives, and agencies focused on the need for publisher collaboration in an ever-changing digital market, and the enduring importance of trust in marketing. A firework on actionable insights tailored for advertising executives. We'll break down these topics, offering simple insights and practical solutions to help you stay ahead in the changing landscape. You will welcomed with insight into the key strategic shifts impacting the industry, both today and in the future. Ozone is a digital advertising platform that focuses on collaborative approaches. Founded by four of the United Kingdom's leading publishers, it offers advertisers a unified platform for reaching diverse audiences. Newsworks is the marketing body for U.K. national newspapers, aiming to promote the value of news brands. Understanding how they navigate the evolving media landscape can provide valuable insights for news media executives.

Success in the era of collaboration
In this one-on-one, Ozone’s COO Danny Spears will explore the secrets to great collaboration in conjunction with Ben Walmsley, Managing Director of The Sun, one of Ozone’s founding publishers. The session will cover the different life stages of Ozone’s historic collaboration. From the early days of rapid start-up growth, to the present day picture of navigating an ever-changing digital landscape, Ben will share his experiences as both a publisher partner and a shareholder. Danny and Ben will also have one eye to the future as they discuss future areas of collaboration, and how to avoid the pitfalls of the past.

Trust in publishing: A closer look
Trust is an invaluable asset in today's landscape, often discussed but not always fully comprehended. Frequently labelled as one-dimensional and lacking context, trust is, in reality, a complex and nuanced concept. To deepen our understanding of consumer trust and its pivotal role for brands, Newsworks will deliver a concise overview of its award-winning research. Drawing insights from the IPA Databank, the presentation will illustrate a nuanced trust dynamic, showcasing a growing halo of trust around brands that strategically advertise in proximity to trusted journalism. A panel discussion will follow, focusing on some of the key themes surrounding trust in publishing brands from both a news publishers and agency planning perspective.

Location:
The Ozone Project
20 Saint Thomas Street, London SE1 9RS

Get ready for the scenic adventure of the day! Our bus ride showcases the best of London's beauty. From parks to landmarks, it's a journey through the city's charm.

Discover Politico London, where unbiased reporting meets insightful analysis. From the influential London Playbook to the team of seasoned journalists, we can learn how they stay the go-to source for accurate political news and policy updates, while growing headcount and revenues.

Politico newsroom tour
Get a first-hand look at Politico’s newsroom with this exclusive tour for INMA study tour participants. Afterward, we will walk to Arboretum for a quick lunch and a briefing by top Politico executives.

LOCATION:
St Vincent House
30 Orange Street, London, WC2H 7HH

Lunch and executive briefing with Politico
Over lunch, learn more about Politico’s European operations, how the brand is engaging audiences, and the emerging business model that supports their world-class journalism.

LOCATION:
Arboretum
2A Charing Cross Road, London WC2H 0HF

MSN GM Nikhil Kolar will talk about the evolution of MSN, how it evolved into a personalized news and interests feed, and how we’re partnering with the media industry. He’ll go in-depth into how we support partners in the age of AI and help grow audiences and revenue through syndication on MSN. In addition, he’ll discuss the evolution of Bing and MSN with Copilot for consumer experiences and how we use this technology internally, as well how to explore partnership opportunities for publishers within MSN and across Microsoft.

Location:
Microsoft London
2 Kingdom Street, London W2 6BD

Wrap up the day with a delightful fusion of traditional teatime and expertly crafted cocktails. Cheers to a day well spent.

Join us at the wonderful Alphabeta building to start Day 2 of the digital media innovationstudy tour with The Independent.

Location:
Morning attendee arrival: The Independent
Alphabeta Building, 14-18 Finsbury Square, London, EC2A 1AH

As a “digital supergroup,” The Independent has extended its digital services expertise to include Buzzfeed, Huffington Post, Tasty, and Seasoned brands along with the Evening Standard. In this study tour visit, learn what this means for dominance in the Gen Z and Millennial markets.

Location:
Alphabeta Building
14-18 Finsbury Square, London, EC2A 1AH

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 optimisation 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.

Location:
Alphabeta Building
14-18 Finsbury Square, London, EC2A 1AH

Piano provides a software platform that powers audience revenue programs for numerous publishers, including The Economist, Gannett, Hearst, McClatchy, NBC Universal, and Time. Beyond payment collection, Piano utilises its analytics engine to model audience data, assisting publishers in understanding their audience and converting casual visitors into loyal users and customers. The Piano presentation will offer insights into strategies, trends, and best practices in the global audience revenue marketplace.

Location:
In Digital
49 Neal Street, London WC2H 9PZ

Each week, your clients spend more time scrolling their social media news feeds than they do sitting in front of your sales team, so having a social media communications strategy is vital. A huge percentage of B2B communications is published by company pages, but it is your people who deliver more attention, more reach and therefore more influence. Social media platforms were built for people to connect with people, and people pay far more attention to the content of familiar people than they do to company page content, so your employees are your best influencers. In this talk we will share ideas, case studies, and recommendations on how you can support your people to influence your buyers every day.

Location:
In Digital
49 Neal Street, London WC2H 9PZ

Tortoise is a slow news platform that emphasises in-depth, considered journalism. They approach news and engage audiences differently. We’ll talk about their audio-first newsroom, Tortoise business model, and advertising revenue streams. We’ll discover their philosophy that prioritises depth over speed, fostering a community-centric approach to journalism. Explore how Tortoise engages audiences through open newsrooms and physical spaces, and gain insights into their successful podcast monetisation strategies.

Location:
Tortoise Media
22 Berners Street, London W1T 3LP

The Drum is a global publisher at the intersection of marketing, media, creativity, and technology. We’ll talk about innovation in publishing, while highlighting the latest B2B trends and emerging technologies in the advertising industry. Dissecting the evolving landscape of products, places for the future of B2B. We’ll discuss the importance of data in optimising advertising strategies. At the end, we’ll have a deep dive in forecasts for future B2B trends in advertising that could impact news media companies.

Location:
The Drums Lab
23 Curtain Road, Shoreditch, London, EC2A 3LT

Sir John Hegarty, a visionary force in advertising, is celebrated globally as a 'master of creative rebellion.' His decades-long career has not only shaped the industry but set new standards for creative excellence. Sir John's innovative spirit has redefined advertising, making him one of the most successful developers of ideas for new brands. Renowned globally for thinking outside the box, he consistently pushes boundaries, leaving an indelible mark on the creative landscape.

Location:
The Drums Lab
23 Curtain Road, Shoreditch, London, EC2A 3LT

Time for a reflective debrief at the tour's end, where participants can share their personal highlights and key insights from two days of visits and discussions.

Location:
The Drums Lab
23 Curtain Road, Shoreditch, London, EC2A 3LT

Participants can choose individual departure or bus to the Tower of London for the INMA World Congress welcome reception and 6:30 p.m. Gather at the Tower of London’s West Gate and wear your INMA badge.