Tuesday
May 5
Conference registration for INMA Berlin is quick and seamless, giving delegates immediate access to world-class insights, study tours, networking opportunities, and the full World Congress experience. Pick up your credentials to access the conference.
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We’ll kick off the Congress with a special evening on Museum Island, a UNESCO World Heritage site in the heart of Berlin. We’ll meet under the beautiful colonnades of the Neues Museum, home to the world-famous bust of Nefertiti. From there, we’ll enjoy views of the Berliner Dom, the Humboldt Forum (the rebuilt royal palace), and the Spree River flowing by. It’s a setting rich in history, culture, and beauty — the perfect way to start our Berlin experience together.
Wednesday
May 6
Start your day with energy and fresh perspective at our informal 5K morning run. This route takes you through the city’s Regierungsviertel and past the green spaces of the Tierpark, offering a unique blend of urban landmarks and peaceful nature in the early morning light. This run is led by Peter Schink, Chefredakteur Berliner Morgenpost, and Sonali Verma, INMA’s Newsroom Innovation initiative lead, bringing together local insight and global perspective. Join fellow delegates for a jog designed for all fitness levels. There’s no racing and no pressure — just an easy run, good company, and a chance to connect while experiencing the city before it fully wakes up. Whether you're looking to stretch your legs, spark new conversations, or simply enjoy a refreshing and scenic start to the day, you’ll be in great company. Click here to view the itinerary.
Pick up your badge, grab a coffee, and ease into the day in the Networking Lounge. It’s the perfect moment to meet fellow delegates and join Ask Me Anything sessions with speakers and INMA Initiative Leads for early insights and informal conversation before the programme begins.
Start the World Congress with a warm welcome and an energizing ceremony that sets the stage for bold ideas, forward-thinking discussions, and a transformative journey into the future of news media.
In an era defined by platforms, AI acceleration, commoditized content, and collapsing attention, brand is no longer a marketing function — it is the operating system of the modern news company. Drawing on years of research, global reporting, and conversations across every continent, Earl lays out why strong brands are winning disproportionately in 2026 — and what they do differently. He explores the new architecture of news brands: clarity of mission, product consistency, editorial distinctiveness, emotional connection, community trust, and the courage to stand for something. This is not a theoretical talk. It is a strategic wake-up call for the industry: the future will belong to publishers who understand their brand as their north star — the only durable asset in a chaotic ecosystem.
Trust isn’t a slogan; it’s a system. Wikipedia founder Jimmy Wales maps seven rules that turn trust into repeatable practice— from verifiability-by-design and transparent corrections to civility systems that scale collaboration. With AI reshaping discovery and audience journeys, Wales translates hard-won lessons into deployable mechanisms, metrics, and Monday-morning moves. Expect a practical playbook to build durable trust—and resilient business—in 2026.
Re-caffeinate and re-connect with colleagues as INMA conducts a book signing with Jimmy Wales as well as Ask Me Anything (AMA) sessions with the speakers and INMA initiative leads.
AI is not just transforming how news is created — it is reshaping who controls distribution and captures value. As audiences shift from search to answers and agents, traditional pathways between publishers and users are breaking down, raising urgent questions about ownership, attribution, and monetisation. This session takes a strategic, ecosystem-level view of the changing power dynamics between publishers, platforms, and AI players. Where is value being created — and where is it leaking? And how should media leaders position themselves in a landscape where control over distribution is increasingly uncertain?
A clear, non-hyped overview of where AI really is today — and where the next big shifts are likely to come from. We’ll look at the current state of large language models, automation, agents, and personalization, and then explore the next moves in AI infrastructure, products, and regulation. For media leaders, the session will translate tech trends into practical implications: how AI will change audience journeys, advertising, and workflows — and where human expertise and judgment remain irreplaceable. A concise roadmap to help you understand what’s noise, what’s real, and what you need to prepare for now.
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Recharge, explore, and connect. Grab lunch in the lounge and exhibition area, meet fellow delegates, and discover the latest ideas from our partners. And don’t miss the Ask Me Anything sessions with speakers and INMA Initiative Leads — your chance to dive deeper, challenge assumptions, and get real answers in a fast, informal setting.
Axel Springer is redefining what it means to be a publisher in the age of artificial intelligence, operating with the speed, scalability, and mindset of a digital tech company. How is AI reshaping the group’s entire business model from revenue strategy and advertising innovation to operations, data, and content workflows? Claudius Senst will unpack Axel Springer’s shift toward a scalable, technology-driven model and the strategic bets that will define growth in the next decade.
An executive-level look at what it really takes to re-engineer a media company for an AI-first future.
Digital transformation succeeds — or fails — based on culture. This business-focused talk explains why the most competitive advantage in media today is not scale, technology, or even funding, but a culture that allows innovation to happen. Stephanie shares how NWZ uses diversity, shared leadership, experimentation, and audience-proximity to rethink products, strengthen relevance among younger audiences, and open new revenue paths. Her “secret sauce”? Short decision cycles, empowered teams, and a relentless focus on execution.
Paul Bascobert brings a rare, cross-industry view of what truly drives revenue in modern media. Now leading Reuters News, and with senior roles at Dow Jones, Bloomberg, and Gannett behind him — as well as software-driven businesses like XO Group and Yodle — he has rebuilt subscriber funnels, redesigned pricing architecture, scaled B2B licensing, and modernised advertising frameworks across some of the world's most influential publishers and platforms. In this practical session, Paul will break down the real commercial levers that matter in the year ahead — from enterprise sales to consumer products and high-value licensing — and share how Reuters is repositioning itself for the future of global news demand.
Take a moment to recharge before the final sessions of the day. Enjoy a coffee, connect with peers, and explore the latest ideas in the exhibition area. And if you have questions or want to go deeper, join the Ask Me Anything sessions with speakers and INMA Initiative Leads — an easy, informal way to gather insights and compare notes before we wrap up the programme.
After years of chasing “engagement”, the real question is how under-35 audiences meaningfully connect with news organisations, how those relationships grow over time and what actually works with younger users across trust, habit, product, and, yes, revenue. We’ll focus on what creates lasting value — from audience insight and product fit to pricing, conversion, and retention — and what it really takes to build a sustainable relationship with under-30 audiences.
The news industry is entering a new era — one where no organisation can succeed alone. As technology reshapes distribution and audiences fragment across platforms, collaboration is becoming a strategic necessity. From alliances like the UK’s SPUR initiative to evolving relationships with platforms, a new model is emerging — built on shared infrastructure and collective strength.This closing keynote explores how media leaders can move from competition to collaboration in practice — and what it takes to build trust, create real value, and stay relevant in a more connected world.
Because the future of news will not be built behind walls — but across bridges.
After a day of presentations, what were the commonalities and outliers? What insights can we glean? INMA will boil it down to its essence.
Bask in one of Berlin’s most striking architectural spaces for a reception that celebrates the city’s creative energy. Meet exhibitors, reconnect with peers, expect great conversations, German-inspired bites, and the relaxed, cosmopolitan vibe that makes Berlin a global hub for media, culture, and ideas.
Thursday
May 7
Start your day in one of the world’s most historic capitals with a refreshing, guided Berlin Sunrise Walk beginning at the iconic Brandenburg Gate. As the city wakes, we’ll set off through the quiet majesty of Pariser Platz before entering the leafy paths of the Tiergarten, Berlin’s beloved central park. We’ll follow a relaxed loop past landmarks such as the Reichstag, the Memorial to the Murdered Jews of Europe, and serene lakeside viewpoints within the Tiergarten. Along the way, you’ll hear brief stories about the area’s history, architecture, and role in modern Berlin life. The pace is easy and conversational, perfect for clearing the mind, connecting with fellow delegates, and easing into the Congress day. We’ll finish back at the Brandenburg Gate — energised, inspired, and ready for the sessions ahead.
Grab a coffee, and ease into the day in the Networking Lounge. It’s the perfect moment to meet fellow delegates and join Ask Me Anything sessions with speakers and INMA Initiative Leads for early insights and informal conversation before the programme begins.
Moderators Jodie Hopperton and Robert Whitehead welcome us back with insights thus far in the week and how they converge into today’s conference sessions.
Julia Becker reflects on the responsibility of journalism in a democratic society at a time of political pressure, platform power, and declining trust. Drawing on her experience as a media owner, she addresses the role of independent journalism in sustaining pluralism and long term accountability and highlights the growing need to protect young audiences from the influence of digital platforms.
Julia Becker
This keynote examines the political, technological, and social forces reshaping the world in 2026. It provides an overview of shifting global dynamics — from governance pressures to information challenges — and outlines what these developments mean for news organisations. The session offers a guiding framework for media leaders navigating uncertainty and explores how journalism can contribute to trust, resilience, and public understanding in a rapidly changing environment.
As AI reshapes how audiences discover and consume content, publishers face a fundamental choice: compete in a commoditised content environment or strengthen direct relationships built on trust. In this session, Caitlin Clarke at the Financial Times shares how the FT is responding to this shift within a rapidly evolving ecosystem. The session reflects on how a premium publisher is engaging with AI-driven platforms and partnerships, and the considerations shaping their approach to audience relationships.
Grab a coffee, reconnect with peers after the morning sessions while INMA conducts a book signing with Anne Applebaum and take a first look at what’s on offer in the exhibition area. And don’t miss the Ask Me Anything sessions with speakers and INMA Initiative Leads — a relaxed way to follow up on the opening keynotes, ask practical questions, and spark new ideas before the programme continues.
In this interview, The Guardian’s Editor-in-Chief Katharine Viner shares how one of the world’s most influential newsrooms is redesigning itself for 2026 and beyond. We’ll explore The Guardian’s new transformation programme – from AI-led innovation and audience‑driven metrics to Guardian Studios, a talent hub that meets readers wherever they are. Katharine Viner will explain how the organisation’s pioneering reader-revenue model has become both durable and replicable, and why building direct relationships with audiences is central to a sustainable future for news. Expect practical insights into structuring a modern newsroom, balancing technology with editorial judgement, and embedding a culture that turns strategy into action.
In today’s fragmented media landscape, strong journalism needs to travel. We will explore how newsrooms can build “liquid” thinking into commissioning and workflows — so stories are designed to move across platforms without adding unsustainable pressure to teams. A practical conversation about increasing impact, protecting quality, and making innovation work for journalists, not against them.
Paul Ronzheimer reports from the world’s most dangerous conflicts — and from inside the world’s most chaotic social feeds. His frontline dispatches reach millions not just through traditional media, but through creator-style formats that younger audiences instinctively trust: raw video, unfiltered commentary, and direct audience engagement. With interviews ranging from Zelensky to Merkel to Netanyahu and Orbán, Ronzheimer sits at the intersection of global power and platform culture. In this session, he explains what journalism must borrow from creators, what it must never compromise, and how correspondents can stay authoritative when every viewer is also a critic, a commenter, and a broadcaster.
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Recharge, explore, and connect. Grab lunch in the lounge and exhibition area, meet fellow delegates, and discover the latest ideas from our partners. And don’t miss the Ask Me Anything sessions with speakers and INMA Initiative Leads — your chance to dive deeper, challenge assumptions, and get real answers in a fast, informal setting.
Local journalism remains the beating heart of communities — and in Germany, it plays an essential role in democratic life, identity, and trust. This session brings together leading German regional news organisations to explore how they are building sustainable local models, developing new storytelling formats, and maintaining deep audience trust in an increasingly global and platform-driven media landscape. Their experiences offer valuable lessons for local publishers everywhere.
Advertising is no longer a scale game. As referral traffic declines and audience relationships become the core asset, publishers who are winning have rethought advertising from the ground up. No longer a revenue layer toggled off at subscription, advertising is being woven into the reader experience itself. In this session, Gabriel Dorosz (INMA), Pippa Leary (News Corp Australia), and Alexander Lydecker (Bonnier News) share what that transformation looks like in practice: from pivoting away from empty traffic to building first-party data strategies, and from siloed ad teams to advertising with a real seat at the leadership table.
One last pause before we close the Congress. Grab a coffee, catch up with peers you haven’t met yet, and make those final connections in the lounge and exhibition area. If there’s anything still on your mind, use this moment to drop into an Ask Me Anything session with speakers and INMA Initiative Leads — a final chance to clarify ideas and take concrete insights home.
In this fast-paced keynote INMA maps out the big ideas reshaping growth in news media: why brand awareness becomes the new power centre as AI decouples funnels; what publishers can learn from sports marketing about serving fandoms and super-users; how communities are re-emerging as engines of connection, habit, and loyalty; and why retention requires a bold new agenda when most brands have twice as many former subscribers as active ones. Greg also highlights new thinking on bundling news with commerce and lifestyle products, showcases the latest wave of smart paywalls and flexible access models, and explores early experiments with AI agents and agent-to-agent transactional protocols that could allow publishers to monetise synthetic audiences — all converging into a provocative roadmap for sustainable, next-decade growth.
After two days of conference and two days of study tours, what have we learned that we can take home and communicate next week? This day-end wrap-up will distill, prioritise, and inspire.
Wrap up the conference with key conclusions, what’s next for INMA, the announcement of the 2027 World Congress, and the passing of the gavel to the next volunteer president of INMA.
Have you secured your ticket to tonight’s Global Media Awards Dinner at Tipi am Kanzleramt? Whether a finalist or not, you won’t want to miss this extraordinary evening consisting of a reception, dinner, awards ceremony, and after-party. Get your camera ready for celebrations and a taste of burlesque Berlin.
Location:
Tipi am Kanzleramt Theater
Große Querallee, 10557 Berlin
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Cooperation Partners
Media Partners
