10:00 a.m.-12:30 p.m.
(New York time)

What this module will cover

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.

10:00 a.m.-10:15 a.m. (New York time)
Welcome and introduction

INMA’s Product & Tech Initiative Lead Jodie Hopperton sets the scene for the Building Direct Audiences Master Class. In the introduction, she will provide background on changing consumer behaviour, some likely platform developments, and what we need to know about moving away from the traffic era to the era of loyal, direct audiences and how to build them.

10:15 a.m.-10:45 a.m. (New York time)
A promising turning point: Opportunities for news media to reach direct audiences

Best-selling author and marketing expert Simon Kingsnorth offers a fresh perspective on how news media can turn digital-age challenges into opportunities. He believes we may be at a promising turning point, unlike with past developments. He sees Web 3.0, decentralisation, personalisation, and first-party data as game changers, enabling trust and direct audience relationships. Simon explores the potential of AI, decentralised platforms, virtual reality, and emerging technologies to shape a sustainable future for journalism. He’ll share practical steps for news organisations entering these new digital spaces.

10:45 a.m.-11:15 a.m. (New York time)
Four priorities focusing on the monetisation of future audiences

In a newly created role, Liesbeth Nizet is not only looking at future audiences (the elusive Gen Z and key habits of Gen A) but also where the revenue potentials are. She will take us through her four priorities including working with existing brands, creating new brands, and what needs to change to reach their goals.

11:15 a.m.-11:45 a.m. (New York time)
How the Wall Street Journal is planning for audience growth in a post-search era

The Wall Street Journal has been focusing on how to leverage the authentic authority of its journalists. Clear on wanting a quality audience, not simply traffic, they have developed a playbook for elevating their journalists on key platforms. In this session, we’ll learn how focusing on LinkedIn, vertical video, and soft branding is working for them to grow their audience outside of search.

11:45 a.m.-12:15 p.m. (New York time)
We analysed decoupling from the platforms, this is what we learnt

The traffic platforms bring is undeniable. And yet we instinctively know that over-reliance on platforms can be a liability. Stuff carried out extensive research into what it would mean to decouple entirely from the main platforms. In this session, Stuff owner and CEO, Sinead Boucher, takes us through what they learnt, which platforms are now persona non grata, and which still provide value. The results may surprise you.

12:25 p.m.-12:30 p.m. (New York time)
Wrap-up and conclusions

10:00 a.m.-12:30 p.m.
(New York time)

What this module will cover

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?

10:00 a.m.-10:05 a.m. (New York time)
Welcome back and an overview




10:05 a.m.-10:15 a.m. (New York time)
What is habit?




10:15 a.m.-10:45 a.m. (New York time)
Game On: How The NYT uses play to build daily habits

One of the biggest success stories in driving habit is games. And there has been no better story than that of the New York Times (hello Worldle!) While everyone wants to replicate the New York Times success we need to be aware that all brands and markets are different. So in this session, we’ll learn from the head of New York Times to determine the key factors we can take away and apply to our own audiences and products.

10:45 a.m.-11:15 a.m. (New York time)
Behavioral design: from attention to habit

Behind every failed engagement or retention metric lies a behavior that never turned into a habit. People don’t always act as they say they will—so how can we design products that truly engage them? In this session, behavioral scientist and product expert Samuel Salzer breaks down the key principles of understanding human behavior, showing you how to create products audiences love—and return to—again and again.

11:15 a.m.-11:45 a.m. (New York time)
Best practices in onboarding

An obvious time to build routine and habit is when a consumer subscribes to the publication. In this session, we’ll hear from one of the best in the business: Bonnier. They will talk us through their onboarding for +Allt, their bundled B2C offering. How many steps should you have? What are the most habit-forming newsletters? How can you get people to follow specific authors and categories? These are all questions we’ll dive into.

11:45 a.m.-12:15 p.m. (New York time)
Building news habits: how Der Spiegel drives daily engagement

In this session we’ll explore how Der Spiegel has successfully increased subscriber engagement through strategic initiatives like daily quizzes, interactive games, and SPIEGEL Extras—a service journalism product designed to build loyalty. Discover the tactics that have not only boosted habitual readership but also attracted a younger audience. Join us to learn what works and how you can apply these insights to your own organisation.

12:15 p.m.-12:30 p.m. (New York time)
Wrap-up and conclusions

10:00 a.m.-12:30 p.m.
(New York time)

What this module will cover

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?

10:00 a.m.-10:05 a.m. (New York time)
Welcome back and introduction to the module




10:05 a.m.-10:30 a.m. (New York time)
No fake friends and no dead ends

KCRW is a small but mighty radio station based in Los Angeles. It has an enormous audience for its size and in this session, we learn the secret to some of their success. This includes how they have formed working relationships with creators and bringing communities together through theme-based live events.

10:30 a.m.-10:55 a.m. (New York time)
How live commenting builds community

During the United States election, VG, Norway's biggest news brand, tried something new: live commenting and split-screen video. Enabling people to comment and ask questions in real time is something that creators have been doing for some time but has posed challenges for news brands. Most media companies know the challenge of commenting, but what if it is live and proves to foster closer relations with consumers and community? While still a work in progress, Helle will take us through lessons learnt from dozens of live trials and what the initial data shows.

10:55 a.m.-11:20 a.m. (New York time)
Building community as a media product: Lessons from Condé Nast

There are many different ways to build community, but how do you build specific community-based products within your media? Condé Nast is building a true product process around community and is now testing different features such as comments, closed groups, user content, and overall interaction between editorial and consumers. We’ll learn how they have approached this early stage of turning community-building features into actual products.

11:20 a.m.-11:45 a.m. (New York time)
Beyond comments: How AI can turn audience interaction into community

For some audience segments, the comments are the product. For others, it’s a value add. But one thing is for sure, interacting with content is something that is expected. This has been a challenge for news organisations in the past but it can be rethought and retooled with AI into something that can genuinely form groups and build relationships.

11:45 a.m.-12:10 p.m. (New York time)
Building community through conversation: Lessons in creating a go-to platform

One way to develop community is to build a platform that facilitates the conversation between readers themselves, creating a go-to destination. In this session, we’ll learn from one company that has done exactly that. We’ll discuss how they found product/market fit and the big lessons they’ve learnt along the way.

12:10 p.m.-12:30 p.m. (New York time)
Masterclass conclusions