AI, creators, and algorithmic platforms are transforming how readers find, value, and pay for journalism. After four years of steady growth, publishers now face a m ore complex environment: declining social referrals, shifting search dynamics, and changing consumer habits. Yet some news publishers show strong demand, experimentation, and resilience.

This just-in-time INMA Master Class will help you understand what’s changing, and what still works. Across three modules, you’ll learn how to market journalism in the age of AI, convert readers through evidence-based funnel design, and monetise smarter through dynamic paywalls, new incentives, and emerging payment models.

Curated and moderated by INMA Researcher-in-Residence Greg Piechota, this class features robust evidence from leading academics and in-depth case studies from news brands worldwide, equipping you with practical insights and frameworks to strengthen your 2026 growth strategy.

We have extended the Q&A sessions and will incorporate surveys, playbooks and refreshment breaks. This will allow us to gather insights into attendee practices and benchmarks, but also get a new cup of tea, a change implemented due to popular requests from previous classes.