What news publishers need to know now about how to build direct traffic audience

External content platforms

Engagement tools

Consumer habits

Building communities

Learn how to respond to and navigate AI-driven changes in the news ecosystem

With announcements from OpenAI, Google, and Apple, it is becoming clearer that their AI products are positioning themselves for closer relationships with consumers, and publishers' top-of-funnel for discovery is changing.

Knowing that publishers can no longer rely on a future where traffic comes from other platforms, what do they need to do now to move away from driving traffic to building a solid direct audience on their owned platforms?

INMA will delve into product and platform discovery, alternatives to SEO, how to double down on engagement, and how to build reader habits through community engagement.

Speakers


Sinead Boucher

Sinead Boucher

Owner
Stuff
New Zealand

Jeff Elgie

Jeff Elgie

Chief Executive Officer
Village Media
United States

Gitesh Gihel

Gitesh Gihel

Head of Product and Design
Washington Post
United States

Jennifer Hicks

Jennifer Hicks

Director of Audience Reach
WSJ
United States

Nathalie Hill

Nathalie Hill

Chief Audience Officer
KCRW
United States

Simon Kingsnorth

Simon Kingsnorth

Founder and CEO
SK
United Kingdom

Jonathan Knight

Jonathan Knight

General Manager, NYT Games
New York Times
United States

Liesbeth Nizet

Liesbeth Nizet

Head of Future Audiences Monetisation
Mediahuis
Belgium

Peter Robertson

Peter Robertson

Design Director
Condé Nast
United States

Amanda Rottier

Amanda Rottier

Senior Vice President, Head of Growth
CNN
United States

Helle Skjervold

Helle Skjervold

Product Manager
VG
Norway

Mindy Yuen

Mindy Yuen

Director of Product
Condé Nast
United States

More coming soon ...






Curated by


Jodie Hopperton

Jodie Hopperton

Lead, Product & Tech Initiative
International News Media Association (INMA)


Themes

SEO/GenAI optimisation

New acquisition methods that work

Maximising content and product virility

Building new content and format assets

Habit forming features

Engagement that matters

Agenda


Tuesday, March 18

Module 1: How consumers discover products and platforms amidst technological change

As more sits within Big Tech’s walled gardens and publishers have less control over search, alerts, and summaries, where does discovery come from outside of traditional search? In this module, we will look at how content discovery is changing, including best practices, app store optimisation, and best uses of social media, newsletters, and notifications. Plus, how AI can help us with production processes and analysis.

Click here for more information on this module


Thursday, March 20

Module 2: How consumers develop routines and habits around publishers' products

The best thing we can do for engagement is to be part of consumers' daily lives. What are the products, technologies, and tried-and-tested tactics we can employ to keep people coming back, serving value, and being an essential part of their routine?

Click here for more information on this module


Tuesday, March 25

Module 3: How to build communities around news products

As we drive people to our sites, we need to keep them there. What can we learn from the most habituated sites within and outside of news? How can we use non-news content such as puzzles, cooking, or sports to build habit and community experiences?

Click here for more information on this module







Details


What is included in registration?

Your registration includes the live presentation, the video recordings of the presentations, and the speaker’s presentation if they are willing to share.

What is the format?

Each module will be approximately 2.5 hours in duration. Each module will be held from 10:00 a.m. to 12:30 p.m. New York time (2:00 p.m.-4:30 p.m. GMT). Conducted in the Zoom ecosystem, you will have an opportunity to ask questions of all presenters.

What is the cost?

  • Members: US$495 for all three modules, inclusive of video recordings and presentations
  • Non-members: US$1,390, which includes one free year of INMA membership

Register


REGISTER ONLINE

Questions? Contact us

Tom Corbett

Head of European Division
Tel.: +32 486 37 13 36

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Marni Drew

Head of North America Division
Tel.: +1 503 826 6664

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Ana Gutierrez

Directora Regional Latinoamérica
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Doreen Mbaya

Head of Africa Division
Tel.: +254 721 541 025

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Bonnie Nolan

Events Manager
Tel.: +1 608 206 7812

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Madhavi Sekhri

Head - South Asia Division
Tel.: +91 99716 00632

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