Seminars

Friday, March 14

8:30 a.m. - 1:00 p.m.

Master tactics in news subscription content, product, and marketing

Parallel seminars running concurrently in two breakout rooms on various themes will provide hands-on learning, benchmarks, and proven tactical approaches from leading news publishers and the industry’s tested partners. We carefully select the topics and discuss with seminar leaders how to maximise their value for the participants. We guarantee: no panels, no selling, but practical insights, real-life examples, and expert advice instead.

Moderators
Ruth Betz
Ruth Betz
Managing Director, Zeitungsverlag Waiblingen, Germany
Amalie Nash
Amalie Nash
Lead, Newsroom Transformation Initiative, INMA, United States

8:00 a.m. - 8:30 a.m.

Registration and networking

Welcome to the final stretch of the summit! Begin your day at Pakhuis De Zwijger by reconnecting with familiar faces, meeting new ones, and enjoying a coffee before a series of practical deep dives.

8:30 a.m. - 9.45 a.m.

Seminar 1: Data-driven content: Making smarter decisions for impact and growth

Address: Room: Grote zaal, 2nd floor, Pakhuis de Zwijger, Piet Heinkade 179, 1019 HC Amsterdam

In this seminar, FT Strategies discuss how data and insights can inform strategic direction and tactical actions in crafting and distributing high-performing content. Discover practical techniques for integrating analytics into decision-making processes, improving content relevance, and driving measurable results in today’s competitive media landscape.

Speakers
George Montagu
George Montagu
Head of Insights, FT Strategies, United Kingdom
Emanuele Porfiri
Emanuele Porfiri
Head of Analytics, FT Strategies, United Kingdom

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8:30 a.m. - 9.45 a.m.

Seminar 2: From static to dynamic: AI’s tole in the next-gen paywall strategy

Address: Room: Ij Zaaal, 5th floor, Pakhuis de Zwijger, Piet Heinkade 179, 1019 HC Amsterdam

As publishers refine their digital subscription models, optimizing every stage of the subscriber lifecycle is key to sustainable growth. Leading publishers leverage data-driven strategies and artificial intelligence (AI) to boost revenue and improve retention—encompassing everything from product strategy and paywalls to introductory pricing and renewals. In this seminar, attendees will learn how to align strategy, data, organization, and technology to scale digital subscription growth. They’ll also hear how The Philadelphia Inquirer implemented new pricing models and an AI-powered paywall to achieve a 35% increase in subscriptions while maintaining audience levels. Whether you're optimizing acquisition tactics or planning for long-term ARPU growth, this session will provide actionable insights to strengthen your subscription revenue strategy.

Speakers
Pete Doucette
Pete Doucette
Senior Managing Director, Mather, United States
Darya Ushakova
Darya Ushakova
Chief Marketing Officer, The Philadelphia Inquirer, United States

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9:45 a.m. - 10:15 a.m.

Networking break

Take a moment to recharge. Grab a coffee, exchange ideas with fellow attendees, and reflect on the morning’s insights before diving into the next seminar.

10:15 a.m. - 11:30 a.m.

Seminar 3: How to take action in the customer journey to maximise total revenue

Address: Room: Grote zaal, 2nd floor, Pakhuis de Zwijger, Piet Heinkade 179, 1019 HC Amsterdam

How can publishers create a tailored experience at every stage of the reader journey? In this seminar, Piano and their client will explore advanced personalisation strategies, from delivering targeted content and dynamic offers to crafting personalised messaging. Learn how to use data to engage readers more effectively, boost conversions, and foster long-term loyalty.

Speakers
Karen Franken
Karen Franken
Director, Strategy, Piano, Netherlands
Tim Rowell
Tim Rowell
Senior Vice President, Global Publishing , Piano, United Kingdom
Michael Silberman
Michael Silberman
Executive Vice President Media Strategy, Piano, United States

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10:15 a.m. - 11:30 a.m.

Seminar 4: Applying user needs and AI in newsrooms

Address: Room: Ij Zaaal, 5th floor, Pakhuis de Zwijger, Piet Heinkade 179, 1019 HC Amsterdam

Join industry experts in this insightful session on headline testing and its role in shaping an audience-centric content strategy. Discover key learnings from a research collaboration between VU Amsterdam and DPG Media on optimizing headlines through testing. Explore how Smartocto’s headline testing tools enhance editorial decision-making, helping newsrooms tailor content to audience needs. Finally, see how these insights connect to User Needs Model 2.0, demonstrating how a user-first approach drives engagement and newsroom success.

Speakers
Luuk Lagerwerf
Luuk Lagerwerf
Associate Professor, VU University Amsterdam
Erik van Heeswijk
Erik van Heeswijk
Chief Executive Officer, Co-Founder, Smartocto
Rutger Verhoeven
Rutger Verhoeven
Chief Marketing Officer, Smartocto
Roy Wassink
Roy Wassink
Insights Manager, DPG Media

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11:30 a.m. - 11:45 a.m.

Networking break

Pause, reconnect with your summit friends, and meet new peers before the final seminar of the summit.

11:45 a.m. - 1:00 p.m.

Seminar 5: Growing loyal readers: Strategies to convert, engage, and retain your subscribers

Address: Room: Grote zaal, 2nd floor, Pakhuis de Zwijger, Piet Heinkade 179, 1019 HC Amsterdam

This seminar will share proven tactics to transform occasional readers into loyal and paid subscribers. Discover how to segment readers based on behavioral insights, map tailored engagement journeys, and trigger personalized actions using new tools within Reader Revenue Manager. Plus, hear real-world case studies of news publishers who use Reader Revenue Manager to boost subscriber conversions and cultivate sustainable reader relationships.

Speaker
Bihag Karnani
Bihag Karnani
Product Manager, Reader Revenue Manager, Google, United States

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11:45 a.m. - 1:00 p.m.

Seminar 6: Advanced retention analytics and proven churn prevention techniques

Address: Room: Ij Zaaal, 5th floor, Pakhuis de Zwijger, Piet Heinkade 179, 1019 HC Amsterdam

Subscriber retention is key to sustainable growth, but can technology help reduce churn and boost lifetime value? This seminar will explore practical approaches to using data and automation to identify at-risk subscribers, trigger timely interventions, and deliver personalised retention strategies.



2:00 p.m. - 5:00 p.m.

Invitation-only event: INMA Subscriptions Benchmarks live meet-up: Stories behind superior performance

Address: Room: Grote zaal, 2nd floor, Pakhuis de Zwijger, Piet Heinkade 179, 1019 HC Amsterdam

The INMA members-only benchmarking community is meeting in-person to discuss the best performing strategies and tactics to grow online reader engagement and subscriptions.

This exclusive meet-up requires an invitation and is open only to the active participants of the INMA Benchmarks service.




2:00 p.m. - 2:20 p.m.

Welcome and introductions: Meet your peers benchmarking with INMA

Kick off the afternoon with a warm welcome and an introduction to the INMA Subscription Benchmarks community. This session is designed to help you connect with fellow participants and confirm the goals of the meet-up.




2:20 p.m. - 2:40 p.m.

New research on the fastest-growing brands in 2024: What’s behind their success?

We’ll reveal new research highlighting the fastest-growing news brands by both volume and revenue. Explore the strategies behind their impressive performance and discuss the role of major news and sports events — from elections to global championships like UEFA and the Olympics — in driving subscriber growth.




2:40 p.m. - 3:00 p.m.

Guide: Using INMA Benchmarks for a subscriber base audit

Learn how to conduct a comprehensive audit of your subscriber base using the INMA Subscription Benchmarks. This session will cover key principles of subscriber base audits, showcase real-world examples of how benchmarks can identify opportunities for growth, and provide practical takeaways for optimising engagement and retention.




3:00 p.m. - 3:40 p.m.

INMA clinic: Team up with your peers to exchange ideas on improving your performance

Put theory into practice in this hands-on workshop. Participants will use the INMA Benchmarks to rate their performance across key stages – from acquisition and engagement to retention and churn management. Using these self-assessments, you’ll have the opportunity to identify peers with similar challenges or standout strengths and schedule private meetings for deeper, one-on-one discussions.




3:40 p.m. - 4:00 p.m.

Workshop: Best ways to share insights with your bosses and teams

Turning data into action requires clear communication and effective storytelling. In this workshop, we’ll discuss practical techniques for presenting benchmark insights and performance metrics to different stakeholders — from executives to newsroom teams. We’ll exchange and ideate the best formats, visualisations, and narratives to drive understanding, alignment, and decision-making.




4:00 p.m. - 4:10 p.m.

Guide: Sizing markets and finding the subscription ceiling for your brand

Understanding the limits of subscription growth is key to setting realistic goals and strategies. This session will provide a deep dive into data sources and methodologies for sizing markets and estimating subscription ceilings. Participants will leave with a clear framework for evaluating their own market potential.




4:10 p.m. - 4:30 p.m.

Guide: Testing your audience and subscription strategy using the INMA Benchmarks

How can you validate and refine your subscription strategy using industry benchmarks? This session will provide a practical guide on leveraging the INMA Benchmarks to test key aspects of your strategy, helping you prioritise initiatives and set ambitious but realistic goals for your teams.




4:30 p.m. - 4:50 p.m.

Workshop: What should be next for the INMA Benchmarks

In this interactive workshop, we’ll discuss the most pressing issues facing news media managers today, from improving operational efficiency to performance. Through collaborative discussions, participants will ideate new areas and metrics that can be benchmarked, informing the INMA development roadmap.




4:50 p.m. - 5:00 p.m.

Wrap-up: Final reflections and takeaways

This session will highlight the most valuable lessons from the meet-up, from yield management strategies to advanced benchmarking methods, and outline the next steps for ongoing collaboration.





Register


REGISTER ONLINE



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).

Questions? Contact INMA

Tom Corbett

Head of European Division
Antwerp, Belgium
Dutch, English
Tel.: +32 486 37 13 36

E-Mail me

Bonnie Nolan

Events Manager
Lake Mills, United States
English
Tel.: +1 608 206 7812

E-Mail me