Discover the subscription windmill to power your media in 2025 through content, product, marketing, and data
The content vane
Craft premium journalism in an age of abundance and avoidance
The product vane
Build reader-first experiences that drive loyalty and delight
The marketing vane
Acquire and retain subscribers in a dynamic media landscape
The data vane
Extract insights to fuel AI-powered funnels and personalisation
The world’s largest event capturing the winds of change in today’s news media subscription models
Welcome to the eighth annual INMA Media Subscription Summit Week in Amsterdam, the city of explorers and innovators.
Just as the iconic Dutch windmills harnessed wind power to drive the revolution in manufacturing, we seek sustainable energy for journalism and the future for news media business.
The INMA Media Subscription Summit Week in March 2025 is structured like a modern media mill, with four powerful vanes working in harmony: content, product, marketing, and data.
And our focus is on how to adjust news media’s sails in the face of industry headwinds, ensuring our media windmills keep turning even in challenging conditions.
This innovative programme is compressed into:
- A two-day optional study tour (March 10-11)
- A two-day leaders' summit (March 12-13)
- A day of practical seminars and meet-ups (March 14)
The Summit is designed for cross-functional teams from media organisations worldwide: national, regional, and niche.
Like the diverse traders who once flocked to Amsterdam's bustling ports, we welcome both industry veterans and curious newcomers.
Join us in Amsterdam, where centuries of innovation meet the future of media, and help us plant the power for the next generation of news subscriptions.
Explore Amsterdam
Immerse yourself in Amsterdam, a city of historic charms, global trade, and cutting-edge innovation. Like the sea merchants of the past, we gather here to discover new routes to success in the media world.
Visit the Rijksmuseum to see Rembrandt's masterpieces, which revolutionised art much like we aim to revolutionise media. Explore the Anne Frank House for a poignant reminder of the power of words and stories. Take a tour of the Heineken Experience to understand how a local brand became a global icon.
Let Amsterdam's 750-year history of turning challenges into opportunities inspire your media strategies.
Speakers
Cédric Algoed
Lead Editorial Intelligence
DPG Media
Belgium
Lars Andersen
Head of Innovation
DPG Media
Netherlands
Phil Andraos
General Manager, Digital
Reuters
United States
Nele Baeyens
Marketing Director & Digital Brand Innovation
Roularta Media
Netherlands
Richard Baker
Chief Executive Officer
Sifted
United Kingdom
Johanne Barman-Jenssen
Brand Manager
Aftenposten
Norway
Rien van Beemen
CEO
Mediahuis
Netherlands
Riske Betten
B2C/Product Director
Mediahuis
Netherlands
Ruth Betz
Managing Director
Zeitungsverlag Waiblingen
Germany
Lucas Brouwers
Editor-in-Chief
NRC
Netherlands
Idalmy Carrera Colucci
Chief of Staff
Blue Engine Collaborative
United States
Kunle Campbell
Author, The E-Commerce Growth Strategy
United Kingdom
Hannes Cools
Assistant Professor
'Human Factor in New Technologies' at University of Amsterdam
Netherlands
Marjolein Denekamp
Chief Executive Officer
Roularta Media
Netherlands
Pete Doucette
Senior Managing Director
Mather
United States
Nick Dutry
Product Leader AI Taskforce
Roularta Media
Netherlands
Karen Franken
Director, Strategy
Piano
Netherlands
Tim de Gier
Head of Content
Podimo
The Netherlands
Dominic Grzbielok
Head of Paid Content
Süddeutsche Zeitung
Germany
Fernando Belzunce Gutiérrez
Director General Editorial
Vocento
Spain
Wesley ter Haar
Co-founder
Media.Monks
Netherlands
Jeroen Hoorn
Head of Online
Het Financieele Dagblad
Netherlands
Martin Hudak
Product Manager
Ringier
Slovakia
Mildred Hutten
Marketing Director
FD Mediagroep
Netherlands
Bihag Karnani
Product Manager, Reader Revenue Manager
Google
United States
Susanne Kinnaird
Head of Marketing, Reader Revenue
Newsquest Media Group
United Kingdom
Moritz Klein
Director Growth and Product
The Pioneer
Germany
Ivar Krustok
Chief AI and Innovation Officer
Delfi Meedia
Estonia
Puneet Kukreja
Vice-President, Product and Reader Revenue
Times Internet
India
Luuk Lagerwerf
Associate Professor
VU University Amsterdam
Netherlands
Michael McLeod
Founder
The Edinburgh Minute
United Kingdom
Koen Meeusen
Sales Director, Readers Market
Mediahuis
Belgium
George Montagu
Head of Insights
FT Strategies
United Kindom
Amalie Nash
Newsroom Transformation Initiative Lead
INMA
United States
Annewil Neervens
Edjunct Editor-in-Chief
Het Financieele Dagblad
Netherlands
Todd Olsted
Vice-President, Bundle Subscription Strategy
Dow Jones
United States
Emanuele Porfiri
Head of Analytics
FT Strategies
United Kingdom
Aleksandra Przegalinska
Associate Professor and Vice Rector for Innovations
Kozminski University
Poland
Michael Ribero
Global Chief Marketing Officer
Condé Nast
United States
Tim Rowell
Senior Vice President, Global Publishing
Piano
United Kingdom
Iñigo de Juan Sainz-Planillo
Group Chief Subscriptions Officer
Unidad Editorial
Spain
Brigitte Schouwerwou
Marketing Manager
FD Mediagroep
Netherlands
Michael Silberman
Executive Vice President, Media Strategy
Piano
United States
Sanjay Sindhwani
Chief Executive Officer
The Indian Express Online Media Services
India
Aleksandra Sobczak
Deputy Editor-in-Chief, Head of Strategy and Development
Gazeta Wyborcza
Poland
Dominic Stas
Chief Executive Officer
Mediahuis NRC
Belgium
Johanna Suhonen
Vice President, Content Business
Alma Media
Finland
Karl Oskar Teien
Director of Product and UX
Aftenposten
Finland
Boris Trupcevic
Author
The Pilgrim Executive
Croatia
Kamran Ullah
Editor-in-Chief
De Telegraaf
Netherlands
Darya Ushakova
Chief Marketing Officer
The Philadelphia Inquirer
United States
Erik van Heeswijk
Chief Executive Officer, Co-Founder
Smartocto
Netherlands
Julian Verbeek
Head of Digital
BNR
Netherlands
Rutger Verhoeven
Chief Marketing Office
Smartocto
Netherlands
Roy Wassink
Insights Manager
DPG Media
Netherlands
Esther Wemmers
Editor-in-Chief
De Telegraaf
Netherlands
Robert Whitehead
Digital Platform Initiave Lead
INMA
Australia
Margot de Wijn
Marketing Director
Roularta Media
Netherlands
Rajno van Wilgenburg
Product Leader AI Taskforce
Roularta Media
Netherlands
Bert Willemsen
Chief Marketing Officer
DPG Media
Netherlands
Eirik Hammersmark Winsnes
Commercial Director
Aftenposten
Norway
Isabella Wohlwend
Head of Subscriptions
Der Spiegel
Germany
Erja Yläjärvi
Senior Editor-in-Chief
Helsingin Sanomat
Finland
Gert Ysebaert
President, INMA
Chief Executive Officer, Mediahuis
Belgium
Marith Zwarts
Director B2C
NRC
Netherlands
Curator
A note from Greg Piechota
Dear Colleague,
Welcome to the 2025 INMA Media Subscriptions Summit in Amsterdam — where we aim at turning the windmills of change in our news media industry!
This year, we're structuring our summit around four powerful vanes, each spinning with potential:
- The content vane: We'll cut through the noise of news avoidance, and explore ways to craft distinctive journalism in an age of content oversupply. Meet the "Subscription Editor" and other newsroom roles you’ve never heard about. Let’s go beyond mere reading with multi-modal content strategies.
- The product vane: We’ll discuss strategies for fostering good reader habits through intuitive design across devices. Explore hybrid models that blend content and community. Unpack the science of subscription bundling and unbundling.
- The marketing vane: To tackle the complex task of acquiring and retaining subscribers in our dynamic environment, we’ll examine AI-powered funnels, influencer marketing, and personalisation at scale. Unlock the power of your brand and open up new distribution channels.
- The data vane: Less crystal ball, more microscope. We'll dive into turning data into insights, anticipating subscriber behaviour and content trends. Learn from the real-life applications of AI and generative AI to subscriptions marketing and operations.
Join me in Amsterdam, where centuries of innovation meet the future of media. Let's harness the winds of change together and propel journalism forward.
Looking forward to seeing you there!
Greg Piechota
Readers First Initiative Lead
International News Media Association (INMA)
Oxford, England
Supporters
Join the INMA community at the Subscriptions Summit by connecting with people face-to-face and sponsoring.
Click here to see sponsoring options (PDF).
Register
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