Study Tour

Monday, March 9

Exploring growth, mission, and community

8:30 a.m - 9:30 a.m.

Executive briefing: Subscriptions and Canada’s news media

An inspiring start to the INMA Toronto Study Tour. Greg Piechota will open with the newest global insights into news media subscriptions — highlighting emerging trends, successful experiments, and what’s next for reader revenue worldwide. Paul Deegan, President and CEO of News Media Canada, will then set the scene with an overview of the Canadian news media landscape: its key players, policy context, and current growth dynamics. Finally, Robert Whitehead and Sonali Verma will introduce participants to the day’s visits and objectives, connecting the study tour’s themes of innovation, data, and reader-first strategy.

Speakers
Paul Deegan
President & CEO, News Media Canada
Greg Piechota
Readers First Initiative Lead, INMA, United Kingdom
Sonali Verma
Newsroom Transformation Lead, INMA, Canada
Robert Whitehead
Digital Platforms Initiative Lead, Australia

9:30 a.m. - 9:45 a.m.

Coffee break

9:45 a.m - 12:00 p.m.

Why the Globe and Mail remains the subscription model to watch

What makes The Globe and Mail so special for reader revenue? It’s its rare combination of a trusted national brand, a culture of innovation, and a fully aligned business strategy. From early adoption of AI-powered paywalls and content insights to deep journalism and a willingness to experiment, the Globe has built a machine that consistently raises the bar for subscriptions. With every part of the organisation — newsroom, product, data, commercial — working toward the same goal, they’ve shown that even in a challenging market you can grow meaningful reader revenue, not just cling to old models. Their results speak for themselves: real growth, real loyalty, and a sustainable path forward in an industry that’s searching for answers. Includes closing Q&A and office tour.

Speakers
Nafid Ahmed
Vice President, Enterprise Analytics, Data Science and Consumer Insights, The Globe and Mail, Canada
Zen Habito
Senior Director, Consumer Engagement, The Globe and Mail, Canada
Andrew Kendall
Managing Director, Reader Revenue at Globe and Mail, Canada
Nikhita Kujur
Head of Digital Acquisition, The Globe and Mail, Canada
Lindsey Lowy
Senior Director, Marketing and Audience, The Globe and Mail, Canada
Mike Pletch
Managing Director, Product and UX, The Globe and Mail, Canada
Maryam Sanati
Managing Director, Product Growth and Innovation, The Globe and Mail, Canada
David Walmsley
Editor-in-Chief, The Globe and Mail, Canada

12:00 p.m. - 1:00 p.m.

Lunch at The Globe and Mail

1:15 p.m. - 3:00 p.m.

The Walrus: Mission-led loyalty that converts

As a mission driven organisation, The Walrus blends high-trust long-form journalism with a community engine — national “The Walrus Talks” events, podcasts, and newsletters—that keeps audiences engaged between issues and warms them toward financial support. Their model deliberately diversifies reader-first revenue: tax-receipted donations, The Walrus Plus membership, events sponsorships, and subscriptions — so loyalty isn’t tied to a single paywall and value is reinforced across multiple touchpoints. For subscription leaders, this is a live case of mission → participation → payment: use ideas-driven programming to build habit and belonging, then convert with low-friction asks that feel like supporting a public good, not just buying access. The result is resilient funding for ambitious journalism and a repeatable playbook for community-powered reader revenue.

Speakers
Jennifer Hollett
Executive Director, The Walrus
Bryan Maloney
Director of Audience Engagement, The Walrus
Monita Mohan
Marketing Director, The Walrus

3:30 p.m. - 5:00 p.m.

The Green Line: A hyper-local news model built for conversion

A hyperlocal newsroom built for Gen Z and Millennial Torontonians, The Green Line leads with problem-solving service journalism (explainers, guides, how-tos) and actionable on-ramps (events, Story Circles, newsletters, social video). The focus isn’t fandom or legacy brand equity — it’s utility and participation that earn trust quickly, then graduate audiences into low-friction support: partnerships, entry-tier memberships and donations. Led by Anita Li, it’s a compact, low-overhead and repeatable acquisition-and-conversion playbook for markets where youth attention is scarce and paywalls alone won’t move the needle.

Speakers
Yara El Murr
Managing Editor, The Green Line, Canada
Anita Li
Publisher and CEO, The Green Line

5:00 p.m. - 5:45 p.m.

Day 1 debrief

A relaxed and interactive reflection session to share take-aways and insights from the day’s visits.

5:45 p.m. - 7:00 p.m.

Drinks on INMA at The Waterworks Food Hall

Wrap up the day of tours and learning with a laid-back evening of good company and conversation.

Tuesday, March 10

Habits, talent, and future-ready newsrooms

9:00 a.m. - 10:30 a.m.

TMU school of journalism & DMZ: The innovation bridge between newsrooms and start-ups

At the intersection of academia, startups, and innovation, TMU and its DMZ incubator offer a glimpse into the future of news products and talent. This unique pairing forms a living lab for newsroom innovation, where journalists, technologists, and entrepreneurs collaborate on prototypes that bridge storytelling, data, and product. From AI-assisted reporting tools and immersive news formats to creator-led content startups, TMU fosters experimentation that keeps journalism connected to emerging talent and technologies. For executives focused on reader revenue and growth, TMU offers a clear window into the next generation of ideas and people who will shape the subscription economy — a reminder that sustainable innovation depends on continuous learning, cross-pollination, and bold experimentation.

Speakers
Sonya Fatah
Associate Professor at the School of Journalism, Toronto Metropolitan University
Ravindra N. Mohabeer
Ph.D., Chair and Associate Professor, Toronto Metropolitan University

10:45 a.m. - 12:15 p.m.

Public service in a platform world: reinventing a national broadcaster for the digital age

How does a national public broadcaster compete, grow, and stay mission-driven in a fragmented digital ecosystem? In this behind-the-scenes session, we explore how CBC is redefining its digital strategy across newsroom transformation, data architecture, distribution, and revenue models. From its “yes-and” approach — balancing public service mandate with commercial realities — to its evolving subscription journeys and platform strategy, this visit offers an honest look at the operational trade-offs facing modern media institutions. The session will include a newsroom tour and a deep dive into how “Yes-and” came to life in CBC’s record-breaking Olympic Games coverage.

Speakers
Sarah Cowling
Director, Digital Marketing, Canada
Richard Kanee
Executive Director, Digital Strategy and Product, CBC Canadian Broadcasting Corporation, Canada
Kenny Yum
Chief of Staff and Strategy, CBC News, Canada

12:15 p.m. - 1:15 p.m.

Lunch break

1:45 p.m. - 2:45 p.m.

Le Devoir: Three decades of reader revenue discipline

This session will show how the Canadian publisher has built a resilient reader-revenue model grounded in nearly three decades of subscription experience dating back to 1997. Structured in three focused chapters, the session will explore the power of long-term commitment to subscriptions, how data and performance metrics are embedded in the newsroom, and the strategic management of intellectual property. The visit also will take a concise and practical look at how tradition, analytics, and smart rights management combine to strengthen sustainable journalism.

Speakers
Marianne Gélinas
Director, Marketing and Business Intelligence, Le Devoir, Canada
Brian Myles
Director General, Le Devoir, Canada

2:45 p.m. – 3:00 p.m.

Coffee break

3:00 p.m. - 4:30 p.m.

Toronto Star: How one of Canada’s biggest newsrooms wins at subscriptions

What powers one of Canada’s most successful digital subscription engines? At the Toronto Star, it’s strategic clarity, cross-functional collaboration and a ruthless focus on the data that matters. Get an inside look at a disciplined acquisition strategy that dramatically accelerated growth, how focusing on the data that matters drives retention and revenue, and why a cross-functional approach makes subscription growth everybody’s job. Also get a behind- the-scenes look at the test & learn culture creating constant improvements and innovation. This visit is a front-row seat to subscription success — fast, focused, and fueled by data.

Speakers
Angus Frame
President, Torstar Corporation
Kelly Montague
VP Marketing, Torstar Corporation
Tammy Lombardo
Director, Digital Subscriptions, Torstar Corporation
Ashley Hawley
Chief Product Officer, Torstar Corporation
Robin Honderich
Head of Audience and Data, Toronto Star

4:30 p.m. - 5:30 p.m.

Final debrief

Reflect on insights and connections made during the two-day tour — a moment to toast new ideas and collaboration.

5:30 p.m. - 6:00 p.m.

Bus to Craft Beer Market Toronto

6:00 p.m. - 9:00 p.m.

Bienvenue | Welcome to the Canada Party at Craft Beer Market Toronto

1 Adelaide Street E, Toronto, ON

Bienvenue! Kick off the Media Subscriptions Summit with a Canada Party at Craft Beer Market Toronto. Think 100+ beers, high ceilings, downtown views, an easy buzz of conversation, and some Canadian surprises. This is where the night starts strong — a casual yet electric Toronto evening where strangers become friends over a pint (or two). Join fellow guests for great drinks, lively conversation, and the perfect start to a memorable evening in the heart of the city.