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80 videos
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Privacy and First-party Data
The changes around personal data privacy legislation are part of a broader societal shift about how much data we can and should try to obtain about our users. In this session, we look at how publishers are responding to this challenge by changing the way they work or the way they market. We dive right in with Saurabh Goel, the head of product for Hindustan Times, who takes us through their first-party data strategy and some of the ways they have put it to use. He also answers the question that emerged from their work: should publishers work together in consortiums to pool some of their first-party data in the first place? Next, Meera Panchal, senior analyst with News UK, pilots the development of a suite of tools leveraging News UK's first-party data and shares how the project has many applications across the whole organisation. Last, but not least, we hear from Aram Zucker-Schraff, engineering lead of privacy and security compliance at The Washington Post. Aram shares why The Washington Post has created a new engineering team focused on data privacy and what that team looks like.
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Impact and Influence of Journalism
Key themes for this session include: how do editors take the rest of the business with them? How to influence your own newsroom on business questions? What do publishing CEOs want from their newsroom leaders? The session starts with David Walmsley, editor-in-chief of Canada’s The Globe and Mail, who shares lessons from how they transformed their newsroom with artificial intelligence and freed journalists to do what they do best. We then dive into newsroom culture with Espen Egil Hansen, international advisor with JP/Politiken, and founder of Fyrr, who describes culture as the critical factor in success or failure for a publisher. He walks us through his industry-leading approach to editorial influence in the newsroom and to the rest of the business. Next, we hear from Maribel Perez Wadsworth, president of news for Gannett | USA Today Network, and publisher of USA Today, who shares how to unlock the power of journalism and align the value of content to business goals.
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Data to Enable Innovation and Drive Change
This session dives into data that we directly act on: That helps guide a team, that delivers value to our commercial partners, and that helps a subscription team think of new ways to rescue flagging users before they leave us. We start with Gilad Lotan, VP and head of data science and analytics at BuzzFeed, who shares how they went through the painful process of completely replacing their foundational data instrumentation, unlocking value for teams across the company. Next, Violette Chomier, chief data officer for Groupe Les Echos discusses predictive data for the customer journey and the early model they created to predict whether a reader would churn. Lastly, Victoria Riese, chief data officer at La Nación, shares how they designed a new article score that supports the newsroom and the subscription team.
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Creating High-value Journalism
This session explores how news publishers can do more of the best and less of the rest, how quality can be quantified, and how to turn judgment and experience into powerful business tools. Sally Lehrman, chief executive officer of The Trust Project, kicks the session off with a discussion of how to earn the trust of readers. Next, Chris Moran, head of innovation at The Guardian, dives into maximising high-value content in ways that can increase engagement, trust, and the perception of value among readers and the newsroom. Then, in a timely discussion, Natalia Antelava, co-founder, Coda Media Inc., and publisher of CodaStory.com, talks about the invasion of Ukraine and its implications for media, trust, and disinformation. Finally, Peter Bale, INMA Newsroom Initiative lead, moderates a panel of our speakers plus a couple of special guest experts to look at what we’ve learned about trust and quality, how to promote the high-value journalism we all want to see, and ask whether readers really want it and are prepared to pay for it.
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More Personal Products and Experiences
In this session, we look at how publishers are thinking of ways to optimise on the basis of the individual user without losing their souls (or their minds). Romain Rouquier, vice president of data for the South China Morning Post shares how South China Morning Post used personalisation to optimise the balance between content experience and promotion goals while improving the reader experience. Speaking of personalization, Erica Greene, senior engineering manager of DataDog shares some of the learnings from her experience as a machine learning engineering manager at Etsy and The New York Times to identify some of the problems with Big Tech’s approach to personalization, and some proposals for how media companies can do better. Next we turn to Will Barker, principal customer success manager with BlueConic, and Jason Kristufek, retention manager of MediaNews Group who share the subscription best practices across MediaNews Group's digital properties and how they leverage BlueConic's capabilities. Dan Kent, director of product management for personalization with Dow Jones, then walks us through how Dow Jones approaches personalisation across their brands and functions and makes personalisation intentional in product development. Anna Coenen, director of data science at The New York Times closes out this session by laying out the main components of their recommendation system and sharing how the team partners with product teams and the newsroom to bring recommendations to New York Times readers.
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Business Models for Journalism
In this session, we dive into answering questions such as: what are the implications for newsrooms of emerging business models? What are the models to generate reader revenue – not just subscriptions? Who has the model or models right? Curated by Peter Bale, INMA’s Newsroom Initiative lead, the session starts with an introduction to INMA’s new Newsroom Initiative, followed by Dominic Young, founder of Axate, discussing putting a value on original content and how to put it at the core of your business. From there, Miriyana Alexander, head of premium at New Zealand Herald, NZME, shares how The New Zealand Herald has driven what some see as a model strategy for premium content with a movable premium layer to encourage new subscriptions, but also increase the value proposition for existing subscribers. Sonali Verma, director of business development at Sophi.io, then takes us through how Canada’s Globe and Mail use artificial intelligence and machine learning to reduce their editors’ workload – and generate more revenue to plough back into funding world-class journalism. Tony Haile, senior director of product for Twitter walks us through how to create a new model for subscriptions across a range of publishers and content types. Lastly, Hamish McKenzie, founder and CEO of Substack closes the session with a discussion on emerging business models and the rise of the individual as publisher.
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Print Advertising Justification
This session focuses on our sales teams. How do they get on the radar and mindset of media planners and buyers as far as print is concerned? How are they able to measure ads and then effectiveness of print advertising? What should they be selling in the future? Does print e-commerce fit? And how do they best use print as part of a multi-channel sell? We start with Sir John Hegarty, founder of BBH, discussing what advertisers really think of print and how media companies can get on an agency buyer’s radar. We then dive deep into measuring print ads and the effectiveness of print advertising with Ulbe Jelluma, managing director of Print Power Europe. And, finally, the session wraps up with Steve Hutton, group sales director of Stuff, who shares how to use print as a part of a multi-platform sell.
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Innovation in Print Ads
In this session, the experts dive deep into what innovations there are in global media where print is a part of the story and advertising package offering. How is creativity a part of the mix? And what’s the strategic implication for print advertising in the future? Tracy Day, managing director of ad products and innovation with the Globe and Mail talks about the role of branded content and studios in innovations. Marcelo Benez, chief commercial officer at Folha de S.Paulo, and Michael Beckerman, chief client officer at Torstar, team up to walk us through case studies in innovative print advertising strategies. Malcolm Raphael, senior vice president of the Times of India Group shares learnings from the Indian market where print is thriving. Lastly, INMA’s Advertising Initiative Lead, Mark Challinor leads a Q&A on what the strategic impact is of these initiatives.
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Is Print Advertising Dead?
This session focuses on the question: Is print advertising dead or dying? It helps to answer what we can learn from the research, what factors still attract advertisers to print, and what leading CEO’s view is on the future of print advertising. Denise Turner, director of insight for Newsworks in the U.K., sets the scene by sharing what the research tells us about the future of print advertising. Andreas Condradt, the managing director at BILD B.Z., Axel Springer, gives a senior view of print advertising in 2022, including a discussion on what the opportunities and timelines are. Finally, Doug Willis, editor emeritus at the Evening Standard walks us through the ten things that show print is still attractive to advertisers.
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Engine for Subscription Growth
Hear stories from the trenches in this session where we address the number one barrier for business transformation to customer-centric: culture. At this end of this session, INMA's Greg Piechota will deliver a keynote on the outlook for news subscriptions, and distill the biggest learnings of the summit. We start with learning about News Corp's growth playbook featuring Brendan Collogan, director of subscriptions for News Corp, who talks about building and scaling new value propositions. Next, Lisa Boucher, head of digital marketing and business development at Le Journal Du Dimanche shares how Le Journal Du Dimanche is executing its growth plan. We then shift gears to discuss Identifying and marketing to narrow segments, featuring Anderson Demian Lopes de Souza, executive director of consumer market and digital strategy at Folha de S.Paulo. Finally, we dive into organising for scaling beyond heavy news readers with Darya Ushakova, vice president of consumer marketing with the Philadelphia Inquirer.
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Pricing, Bundling and Testing Value Propositions for Growth
Smart pricing strategies are the best-kept secrets of the subscription leaders, and INMA reveals some of those in this session moderated by Suzi Watford, former chief marketing officer and executive vice president of consumer at Dow Jones and The Wall Street Journal. Eva Ascarza, associate professor of Harvard Business School, starts the discussion with maximising subscriber lifetime value and sharing research and best practises in proactive retention management. Next we dive into dynamic pricing models with insights from Bild's pricing experiments from Daniel Mussinghoff, director premium, Bild, Axel Springer. Designing and communicating benefits is up next with Styli Charalambous, chief executive officer of the Daily Maverick. Maria Sgromo, head of subscriptions for RCS Media and Patrick Appel, director of research with the Piano Group, then dive into pricing for acquisition and retention, sharing benchmarks from Piano customers across the world. Planning, scaling, and learning from experiments at The Wall Street Journal is the topic when Peter Gray, vice president of product at Dow Jones talks about embracing experiments. Lastly, Alexandra Beverfjord, dditor-In-chief and chief executive officer of Dagbladet shares the digital subscription growth toolbox of Dagbladet in Norway.
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Best Practises of Subscription Leaders
Moderated by Yasmin Namini, digital media consultant and advisor, this session reviews what the current state of subscriptions is: what subscription products - new and improved ones - do publishers see successful in the COVID era? What areas of coverage or experiences delight the audiences? What data and technology support new product development? What marketing mix works best to attract new segments of customers? What is the role of customer service in digital relationships? First we hear from Paul Fichtenbaum, chief content officer with The Athletic, who shares how the Athletic rethought a journalism product for digital subscriptions. Next, Mayur Gupta, chief marketing officer for Gannett shares lessons about strategy, people, and culture change while mobilising for growth. Adrian Lee, senior vice president of audience growth at the South China Morning Post (SCMP), walks us through how SCMP experimented with access models, helping to make paywalls agile. Speaking of paywalls, Gordon Edall, co-founder and chief revenue officer of Sophi.io, talks about the next generation of paywalls and what The Globe and Mail learned from its intelligent paywall engine. Then we turn our focus to acquisition when Agustina Roncaglione, head of subscription acquisition with La Nacion, discusses how they developed benefits, segments, and channels. Patrick Tornabene, chief consumer revenue and strategy officer with Newsday, discusses raising the ceiling of digital subscriptions and growth at Newsday after the pandemic. Lastly, Laurie Truitt, VP of global consumer growth with Time closes out the session by sharing how Time is connecting strategy, tactics, and organisation.
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Media Subscriptions in the COVID Era
In this session, we distill the best practices of the reader revenue leaders, as well as get inspired by the academia and industry thinkers about the next decade of the news transformation to readers-first. Moderated by Robert Whitehead, the session starts with Greg Piechota, lead, Readers First Initiative and researcher-in-residence at INMA, discussing the state of news media subscriptions. From there, Lyndsey Jones, author, Going Digital, and former executive editor of The Financial Times (FT), shares what it took to make change happen at FT and how they transformed into a digital- and subscriptions-first newsroom. Chris Taylor, chief operating officer of Telegraph Media Group, then takes us through The Telegraph's path to one million subscribers, including the building blocks of reader revenue strategy. Arun Venkataraman, global strategy lead with the Google News Initiative (GNI) then takes us through unlocking reader revenue with Google and shares best practises from the GNI Digital Growth Programme across the world. Next, we turn to discussing marketing subscriptions across the world with Michael Ribero, chief subscriptions officer from The Washington Post, and former VP of global marketing at ViacomCBS. Finally, we shift gears to saving the free press with readers' support. Veronika Munk, founding editor-in-chief and head of content development at Telex, shares the story behind the journalism crowdfunding success in Hungary.
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Measuring and Growing Success with Products
This session focuses on methods to measure and benchmark new products and how to effectively continue the innovation process. Caitlin Clarke, global head strategy and growth for the Financial Times, talks financial return on investment, how she structures new opportunities and how commercial and product work together to give new products the greatest chance of success. C.J. Jacobs, head of product & technology for MediaNews Group, takes us through a case study showing how to select the market for launch, test scale, add features, and drive further value. She discusses the business processes and how to make a business case to get further investment from an executive team. Celeste LeCompte, vice president of strategy and operations for ProPublica, and Allison Mezzafonte, lead media advisor for Sailthru, share three ways to inspire subscriber engagement. Kara Chiles, VP consumer product for Gannett, shares why it's important to celebrate successes and explain failures when building a culture of innovation. Finally, INMA Product Initiative Lead Jodie Hopperton reviews the best practices and practical tips of how to launch and innovate products.
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Product Prototyping and Experimentation
In this session, hear innovation experts share tips for experiments, prototypes, and testing to ensure product/market fit with the audience. V'ming Chew, lead product manager for Singapore Press Holdings, takes us through a case study of experiments to gamify their reading experience, including a detailed analysis of what goes on between setting objectives and taking a new feature live. Jeff Moriarty, EVP/chief product officer of Nexstar Digital, highlights the value of early prototyping including some simple yet effective options. Katie Bloor, product director, experimentation, Dow Jones, shares best practices and tips for managing multiple experiments simultaneously within a busy product roadmap. Ilana Westerman, head of user experience research and consumer Insights at Yahoo Inc., delivers a case study about understanding the user needs and managing real and perceived bias throughout the product development process.
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Product Thinking Pathway
If you're lucky enough to have great ideas for new products you will need a structured way to prioritize and evaluate ideas, and a solid process to manage product launches with stakeholder buy-in across the company. In this session you will learn from experts who have figured out the product innovation formula. Julian Delany, chief technology officer, data and digital for News Corp Australia, shares how they used a consumer-first insight and human-centered design to completely relaunch the digital versions of their metro dailies. Naren Katakam, principal product consultant for ThoughtWorks, delivers a series of easy-to-understand components that explain what product thinking is, why it is important, and how we can help cultivate it within our organisations. Hilde Maartmann-Moe Sommerstad, senior product manager for Schibsted/Aftenposten, reveals a case study on building a local offering to demonstrate the value and methodologies of using both quantitative and qualitative data for the organisation to truly understand what users need. Jason Jedlinski, formerly head of audience touchpoints for the Wall Street Journal and SVP consumer products for Gannett, take us through his playbook for designing product launch roadmaps that organisations can get behind.
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Subscription Offers You Cannot Refuse
Examining the latest pricing strategies and experiments, including personalised prices and bundling, is the focus of this session, including how to price your trials to acquire readers that stay around, what conversion experiments are worth trying, and how to optimise your check-out flow. Lauren Bertolini, chief product officer of The Daily Beast, shares how they used data to revamp their funnel and decipher what behaviours best indicated readers’ willingness to pay and what tactics drive them into more products they love. Michelle Brister, head of newsletters of The Telegraph in the United Kingdom, reveals how they reached 500,000 paid digital subscribers mainly through best practices in using e-mail newsletters as reader conversion and retention tools. Sarah Barth, senior conversion manager, and Kira Reibe, head of digital subscription for Funke Digital, demonstrate how they used a series of rigorous pricing experiments to learn what readers value, and how best to communicate price changes. Ole Werring, chief product officer of Amedia, shows how Norway’s largest publisher of local news, with more than 70 brands, was able to expand their traditionally local audiences by bundling news content and offering subscribers upsell opportunities.
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Flexible Registration and Paywall Models
The evolution of paywall and membership models, engaging light readers, hybrid paywall models, and using analytics to plan reader journeys are the focuses of this session. Hear from Poland’s Gazeta Wyborcza’s Chief Revenue Officer, Dorota Adamczyk-Mroczek, about how they find and engage new reader segments such as young women, with civic mission-driven offers, and help from online influencers. Tee Zhuo, assistant audience editor of The Business Times in Singapore, shares how they create successful registration-focused events that show journalism is the single best marketing asset in subscriber acquisition. Helena Sund, editor, premium, at Expressen, explains how some of their most successful growth strategies came from small improvements and experiments, sometimes as small as a Buy button. Nancy Cutler, head of global brand partnerships and marketing, and Meredith Kirsch, senior product manager at The Washington Post, reveal how one of the fastest-growing news subscription brands on the planet with 3 million digital subscribers, ditched traditional funnels for engagement loops that trade articles for registration, allowing the Post to welcome, nurture and grow engagement of its casual readers.
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Winning Value Propositions for Subscriptions
How to get readers excited and ready to convert to a subscription is the focus of this session. Shifts in consumer behaviour, the abundance of online news, and the willingness of publishers to unbundle their content to grow digital audiences, has made journalism hardly sustainable, but new profitability models are emerging. INMA Researcher-In-Residence Greg Piechota shares new research from the top 50 news publishers that reveals who is successfully charging for premium content, software features, and user experiences, and how they’re doing it. Steve Dempsey, group director of publishing products at Mediahuis Ireland, addresses the trend of unbundling news and who is successfully rebundling content and products. Jessica Hayes, deputy director, global supporter strategy, shares how The Guardian was able to market core journalistic values through an open access model that hit record numbers of digital subscriptions and recurring contributions. Nic Newman, senior research associate at the Reuters Institute for the Study of Journalism, unveils who pays for content, why they pay, and how to appeal to those who haven’t yet started paying.
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First-Party Data Opportunity: After the Cookie Apocalypse
As the Cookie Apocalypse is looming, news publishers double down on strategising around first-party data, registering and logging users. News industry leaders see the Cookie Apocalypse as an opportunity for their businesses' renaissance. In this session, we look at their playbook and ask: What do you do with all the data you have hoarded so far? Nick Eckhart, director of data ad products at The New York Times, shares the strategy behind innovative data ad products at The New York Times, which in two years since the launch of its registration wall, has registered 100 million readers. Taihei Shigemori, deputy general manager, Digital Transformation Office, Nikkei, reveals how they align data technology and governance with their business objectives to obtain an unmatched understanding of their customer base of 10 million members. Mark Zohar, chief operating officer and president of Viafoura, teaches us the promising strategies and tactics to build a first-party data chest based on the success of their data-savvy user engagement platform. Ross Wilmot, head of consumer marketing for Independent Digital News and Media, share how they launched a registration wall and paywall successfully with a careful, evidence-based approach to the development of the new barriers, with multi-variant testing, to ensure the project's smooth roll-out to audiences across the world. INMA Smart Data Initiative Lead Greg Piechota provides an update on the state of business transformation of news media companies, a distillation of the biggest learnings from the summit and the INMA network, and a guide to the future of product and data in news media.
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Leading With Data: What Gets Measured Gets Managed
In this module, INMA offers practical advice about how data helps lead discussions around identifying customer needs and driving performance of your products and services. Ruth Betz, director, digital news at Hamburger Abendblatt, shares how they deploy cross-disciplinary teams around the audience funnel to successfully manage the full customer journey, and what the costs and benefits are. Elisabeth Fernandes, chief data officer of Publico, reveals how their journalists, marketers, and product teams use data to make better decisions. Marek Kopec, group director product at Ringier Axel Springer, teaches us how one of the most data-savvy publishers in Europe has grown a loyal user and subscriber base, what role pricing plays, and how publishers can leverage martech to test price promotions. Marcelo Rizzi, chief technology officer, and Leonardo Dalera, chief data and analytics officer of Grupo Clarin, reveal how Clarin was able to out-compete others by designing a suite of internal data products, such as live dashboards, predictive analytics tools for content creators and distributors, and an automated tracker of their competitors. Caspar Woolley, founder and CEO of Sifted, takes a deeper look at engagement metrics: how they track more than usage, looking at gains in knowledge of its readers and how that lead to the success of their innovative recommender system.
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How We Did It: Insider Stories of Outstanding News Products
INMA looks at practical insights of using data to make product decisions and will hear from those that have built outstanding products in news. Meet the people behind the products and hear of how they got there. Digital consultant Dmitry Shishkin reflects on his experience at the BBC and Culture Trip to emphasise that before you build anything you must identify consumer needs and wants by listening to your data. Vhanya Mackechnie, vice president product at South China Morning Post, reveals SCMP's subscription paywall journey that included a couple of false starts and a successful recovery through making data-driven choices on product features and pricing. Cecilia Campbell, chief marketing officer of United Robots, shares best practices in news automation worldwide. Danny Sanchez, senior product manager at USA Today Network | Gannett, takes us through the ambitious launch of USA Today's Sports Plus: how it was built, how Gannett decided which features to build first, why timing was essential, and how this project aligns to the company North Star goals. Caspar Llewellyn Smith, chief product officer of Guardian News & Media, reveals decisions made throughout development of The Guardian's live blog product, arguably one of the best examples in the industry.
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Data-Driven Product Strategy Workshop with Gibson Biddle
In the INMA Product Initiative's inaugural survey, by far the No. 1 source of inspiration for news media companies was Netflix. So, INMA developed a two-hour Product Strategy Workshop from the first vice president of product at Netflix, Gibson Biddle. In this interactive and hands-on workshop, Gibson shares his first-hand experience, original frameworks, and practical advice on how to develop a product strategy for a media brand. Learn how Netflix, Chegg, and Electronic Arts combine customer obsession, data science and product leadership to win the hearts and minds of users. Gibson introduces four strategy models to help leaders form hypotheses for how their product will delight customers in hard-to-copy, margin-enhancing ways. Gibson illustrates each model with a Netflix case and simulates a modern-day Netflix Quarterly Product Strategy Meeting.
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The Path Towards Customer-Centricity
How to successfully put the customer at the core of your product business by aligning strategy, organisation, and culture is the focus of this session. Product and data leaders from across the globe share how they sparked a customer-centric revolution. Caroline Carruthers, author of The Chief Data Officer's Playbook, explores the role of data in a modern organisation, how to get the most out of your business data and the importance of a data champion within an organisation to unlock meaningful data-driven transformation. Alejandra César, strategic partner manager, news, LATAM media partnerships for Meta, reveals learnings from a case study from the Meta Journalism Audience Analytics programme discussing techniques for growth using audience analytics. Lippe Oosterhof, head of product for Yahoo News, Entertainment and Lifestyle in the United States, looks at the pros and cons of Silicon Valley's popular OKR framework and the significance of a results-driven approach to product development. Louise Story, author and former chief news strategist and chief product & technology officer for Wall Street Journal, and Marcel Semmler, global head of technology - publishing for Bauer, provide tools to manage the challenges of pulling together cross-departmental teams throughout the product journey including overcoming power struggles and navigating differing levels of digital literacy.
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Reshaping Our Media Organisations for the Future
Reshaping media organisations for the future with the right tools, skills, and approaches in advertising is the focus of this module. Featured case studies include how The Globe and Mail developed an in-house content creation studio for maximising revenue, how Reach plc developed highly targeted and effective advertising opportunities and its data-fueled branded content campaigns, how Aftonbladet works with e-commerce to diversify its monetisation strategy, and how Mediahuis Ireland created a programmatic advertising strategy that increases revenues and improves advertising performance.
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New Approaches to Audience Development
How to plan the next best actions for readers depending on their stage in the journey and the current best practices in engagement through e-mail, social media, and paid channels are the key areas of focus in this module. Hear from Brianne Kennedy of the Wall Street Journal on habit formation and how to design and manage online reader journeys, Nandagopal Rajan of The Indian Express on reader loyalty and growing audience pockets around traditional sections, Alessio Balbi and Daria Bernardoni of GEDI Gruppo Editoriale on engaging readers through social networks, and Dan Petty of MediaNews Group on engaging readers through e-mail.
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Competing and Growing Ad Revenues in a Challenging Market
Competing and grow advertising revenues in a challenging marketplace is the focus of this module. Learn how compete against the Big Tech platforms, how to structure for such, and how to rebuild publisher tech stacks to regain share of online advertising. Join experts Suzie Cardwell of News Corp Australia, Kasper Lindskow of Ekstra Bladet, and Joanna Balowska of Agora as we discuss the importance of "earned attention," developing responsible AI systems to create value, and different ways that we can develop customised content categories, all to benefit advertisers.
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Best Practices in Reader Journey Orchestration
How to segment audiences based on engagement, how to act on this segmentation, and how to identify and discover new opportunities in audience development are the themes covered in this module. Hear from Chris Moran of The Guardian on engaging audiences with big news stories, Philipp Ostropp of Lensing Media on mini-publishing teams and developing audience segments, Patrick Appel of Piano discussing engagement insights and benchmarks, and a unique Ask Me Anything session on engagement with INMA's Greg Piechota.
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The State of Media Advertising Post-Pandemic and Our Future
The state of media advertising post-pandemic and how media companies reposition themselves in the eyes of advertisers is the focus of this module. Among the case studies presented include the South China Morning Post and how their first-party data strategy is fueling advertising sales. Bloomberg Media shares how the company is having its best advertising year by leveraging deep connections with users. In addition to Ian Hocking of SCMP and Allison Schulte of Bloomberg Media, this module includes a conversation with Times of India Group President Partha Sinha on the latest advertising trends and how publishers should compete with the Big Tech platforms.
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Engagement Strategy Over a Reader Lifecycle
The state of reader engagement management at media companies, preventative retention, tying engagement to data, and engaging under-represented audiences with news is the focus of this module. INMA Readers First Initiative Lead Greg Piechota provides a strategic overview, Ruby Allen of Lee Enterprises encourages the ditching of the funnel metaphor for an "engagement tornado," Jens Pettersson of NTM ties engagement strategy to metrics, and Lea Eberle of Ringier makes the case for EqualVoice, which measures and engages under-represented audiences.
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Smart Data Playbook for Advertising and E-Commerce Growth
Data is just as important for advertising as it is for subscriptions. In this third module of the Smart Data Master Class you'll learn how to prepare for the post-cookie future of advertising; how to build your first-party data assets and how to use them to grow advertising revenue; how to mine text and other content assets to derive interests and build segments for contextual targeting; how to prove the effectiveness of new publishers' ad products; how to build and release advertiser-facing data products; and how to collaborate with others to grow the publishers' walled gardens. Featured speakers include Joanna Balowska, director, sales and ad products development, Agora, Poland; Helene Slettemoen, director of insights and strategy, Diar, Norway; Nils Riise, general manager, Nordics, Piano, Norway; Daniel Knapp, chief economist, IAB Europe, Belgium; and Greg Piechota, lead, Smart Data Initiative, INMA.
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Smart Data Playbook for Audience and Subscriptions Growth
Key themes for this second module of the Smart Data Master Class include how to lead your newsroom, product; and marketing with metrics; how to shift from content to audience analytics; how to build newsroom-facing data products; how to predict who is going to buy a subscription or churn; and how to personalise experiences and recommendations for your audiences. Learn what experiments should you plan for subscriptions growth in 2021 with key speakers Gareth Lloyd, head of data and analytics, Media 24, South Africa; Ariane Grumstad, head of analytics, NHST, Norway; Eric Schmidt, head of advocacy for data analytics, Google Cloud, Google, United States; and Markus Franz, chief technology officer, and Florian Wirth, head of business intelligence, both with Ippen Digital, Germany.
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Strategy and Culture of the Customer-Centric Company
Knowing how best to convert data into knowledge and insights is an ever-evolving understanding. Key questions that need answers include: What is the value of data as an asset for a news media company? How do you tie data back to your business strategy? Where does data sit organisationally and how a Chief Data Officer role could help? What are the key data talents and skills you company needs to develop? How to move from descriptive to predictive and prescriptive analytics? How to build a data-positive culture? Where does data sit organisationally and how a Chief Data Officer role could help? We explore all these and more in this module of our Smart Data Master Class. Featured speakers include Daniel Hallac, data strategy of Hearst Newspapers; Kasper Lindskow, AI and advanced analytics at Ekstra Bladet; Agnes Stenbom, responsible AI at Schibsted; and Tom Betts, chief data officer, Kingfisher.
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Outlook 2021: Creating Value at the *New* Media Company
From the ashes of a pandemic have sprung a new era of optimism for news media. Digital transformations have accelerated. Adoption of data in media cultures has spread wider and deeper. Subscriptions climb even as growth becomes more difficult. "Product" moves from something physical to something philosophical. As media companies gear up for the rise of advertising, publishers are placing new bets on initiatives beyond traditional bull's eye such as e-commerce, sports betting, and more. All the while, trusted journalism takes a stronger stance on truth and facts as its distribution multiplies in a digital environment dominated by Big Tech. Hear from the Reuters Institute, as well an exclusive interview with Australian Competition and Consumer Commission (ACCC) Chairman Rod Sims and a closing keynote from INMA CEO Earl J. Wilkinson.
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Why a Product Mindset Has Become the New Must Post-Crisis
In its inaugural year, INMA's Product Initiative has helped redefine the role of product at media companies. In this module of INMA's 2021 World Congress of News Media, we learn where product sits today among media companies and how it the fastest-growing department is evolving toward a cross-functional discipline that champions the customer experience. Learn from chief product officers why product is taking off now at media companies, what it does for journalism, where product teams spend their time, and the ultimate impact on engagement. Finally, take away where product fits in a broader media company's organisational structure. Featured news media companies include Financial Times, The New York Times, The Globe and Mail, and Singapore Press Holdings.
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Creating the Next Subscriptions Growth Path
INMA has led the news industry on the subject of digital subscriptions through its Readers First Initiative. In this subscriptions module from INMA's 2021 World Congress of News Media, we explore how the Wall Street Journal implements quality engagement at scale, The Guardian and its subscriber-contributor model, the rise of VG+ as a subscription product, and how Facebook is enabling news publishers to build long-lasting relationships with readers both on and off the platform.
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Brainsnacks: Media Inspirations From Around the World
INMA's famous World Congress "Brainsnacks" will give you a rapid-fire approach to great ideas to grow audience, revenue, and brand. Come away inspired by these 10-minute, to-the-point presentations by member media companies - and maybe have some fun along the way. Companies featured include Gannett | USA Today Network, The Sydney Morning Herald and The Age, Dainik Bhaskar Group, Atlanta Journal-Constitution, Folha de S.Paulo, Media 24, GFR Media, Newsday, Hindustan Times, Insider, Stibo DX, and Funke Media. Learn about inclusive newsrooms, topic editor dashboards, data journalism, subscriber mobile apps, targeting Millennial audiences, virtual events, social media, digital advertising solutions, values-enriched marketing, and more.
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Optimising the Advertising Comeback
What do you need to know about the state of media advertising as economies start to come back? In this module of the 2021 INMA World Congress of News Media, we look at how media companies are creating a value exchange beyond third-party programmatic, how combining the trusted environments of journalistic brands with creative ideas and technology offers solutions to advertising customers, how one company measures more than impacts in branded content strategies, and about an initiative that funds journalism through sponsored posts, custom content, branded content, video ads, advertorials, social, and more. Hear keynotes and case studies from McKinsey, Axel Springer's Media Impact, Infoglobo, and MediaNews Group's Skyline Studio.
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Smart Data: Deploying Data To Extract Opportunities
Every media company acknowledges the value of data, yet virtually no media company is happy with its data strategy. In this module of the 2021 INMA World Congress of News Media, experts explore the state of data for media and look at how Bloomberg Media is navigating a cookieless future, Aller Media's success with personalisation and optimisation, and we get a bird's eye view of where Torstar's data strategy for subscriptions, registrations, and advertising is taking them. In addition, get an exclusive look at trends in digital engagement, retention and conversion, and see how companies like yours are evolving their subscription business.
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Digital Subscriber Retention: Brace for the Cancellation
In this Master Class we explore how to discover the early signals of customers at risk, consider the benefits and risks of online cancellation flows, and investigate how to push churn to negative with renewal pricing. Adrian Lee of the South China Morning Post, Daniel Gilbert of the U.K.'s The Times and The Sunday Times, and Ajay Shah of The Financial Times share case studies in this informative look at the final step of retaining digital subscribers.
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Digital Subscriber Retention: Reimagine Engagement Loops
Key themes addressed in this Master Class module include building your growth strategy around retention, studying light-reading subscribers, ideating opportunities, and planning your touchpoints around a daily reading habit. Featured speakers include David Eisman and Kristen Turner of Nine in Australia, Patrick Appel of research and analytics firm Piano in the United States, and Phil Schroder, head of retention and engagement at McClatchy in the United States.
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Digital Subscriber Retention:Get New Subscribers Up To Speed
INMA Researcher-in-Residence Greg Piecheota talks with Anna Åberg and Martin Jönsson of Dagens Nyheter about lessons learned in the COVID year, and Customer Retention Manager Hanne Hendrikx of Mediahuis about new ways to approach engagement. Robert Skrob, author of The Retention Point, shares his insights regarding how to create a package of benefits that subscribers want to keep getting.
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How To Transform Your Newsroom
No other problem keeps editors more awake at night than this one: You have built a great digital strategy, so how do you get your newsroom onboard? Join Sebastian Matthes, editor-in-chief of Handelsblatt, on what newsrooms can learn from product organisations and Big Tech. Kat Downs Mulder, managing editor of The Washington Post, shares her experiences on forming teams with members from different departments to solve problems and develop ideas. And Lotta Edling, editorial director of Bonnier News, shares what works and what doesn't work in changing culture across different newsrooms.
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How to Drive Engagement From High-Quality Storytelling
On one side, you have a range of storytelling approaches to choose from in creating your digital journalism: sound, video, interactive graphics, long and short text, animations, data aggregation. On the other side, different devices and formats for consuming great journalism: podcasts, newsletters, mobile, social, events, push notifications, and print. What is the best practice for planning and execution when it comes to juggling all of these options? And what works in driving audience engagement that matters? We'll hear from three diverse leaders on these topics: Amanda Farnsworth, head of visual and data journalism at BBC News; Alexandra Beverfjord, editor in chief of Dagbladet, and Harrison van der Vliet, deputy editor-in-chief of NRC.
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Strategies to Build Trust and Handle Polarisation
How do we cover disagreement in society? The playbook of polarisation, extreme populism, and attacks on the press is no longer exclusive to a handful of authoritarian regimes. Newsrooms all over experience degrees of these problems and struggle to develop a consistent strategy to maintain trust. The editor in chief of Folha de S.Paulo, Sérgio Dávila, shares a whole range of measures he implemented to keep journalists safe and protect his newspaper's long tradition of independence. Author and former Financial Times editor Lionel Barber shares fundamental challenges such as how to handle the dilemma of journalistic objectivity when polarisation is good for business and how to guide an impatient younger generation of journalists and editors to preserve a degree of professional detachment when tempted to scrap journalistic traditions and practice.
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Scaling With Group Subs and INMA's Readers-First Outlook
For the beginners and for the publishers with a mature subscription business, group plans offer a unique option to reach new audiences and introduce them to the brand, and hopefully engage forever. Yet many struggle, as selling to businesses is nothing like selling to individuals. In this session, we dive into the world of B2B subscriptions, business partnerships and bundles, and map the opportunity for both general news and specialised publishers.Case studies come from Caspar De Bono of the Financial Times, Siri Holstad Johannessen of Aftenposten, Katharina Neuber of Insider, and Yosuke Suzuki of Nikkei. INMA Researcher-in-Residence Greg Piechota presents the first-ever INMA Readers-First Outlook for 2021.
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Getting Smarter With Pricing and Innovations in News
In 2020, pricing policy proved to be one of the most debated issues in the news industry: starting with decisions related to lifting paywalls early in the pandemic, moving to different approaches to free and paid trials, and ending with the urgency to raise ARPU. In this module, we look at the most profitable approaches to pricing in short and in the long term and discover best practices in price increases. We also look at the innovative news experiences introduced by established publishers and news start-ups. Featured presenters include Tom Brown of The Boston Globe, Lynn D'Cruz of Malaysiakini, Astrid Hald Jørgensen of Politiken, Ben Monnie of Google News Initiative, Eric Ng of Singapore Press Holdings, and Katie Vanneck-Smith of Tortoise Media.
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Growth Strategies for Newsroom, Audience, Product Leaders
There are two approaches to growth: "Inside Out," in which we better understand our current audience and shift our content mix and product experience to improve conversion and engagement, or "Outside In," in which we identify new segments of potential readers and create propositions to meet their needs. In this module, we will dive into examples of both from the North and the South of the world. Featured presentations include Brendan Collogan of News Corp Australia, Stefan Korner of Die Presse, and David Grant of the Facebook Journalism Project.
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New Products, Experiences and Models for Subscription Growth
Subscription leaders engage readers through journalism, product, tech, and marketing, and find new ways to deliver those experiences -- transforming the operating models of their newsrooms, product, and marketing departments. In this session, we dive into ways news publishers tailor content and experiences to segments, use data to inform their decisions and sometimes automate them. Featured speakers are David Walmsley of The Globe and Mail, Kaisa Aalto of Helsingin Sanomat, Michael Silberman of Piano, Noemi Ramirez Garcia of Prisa Noticias, Steve Dempsey of Independent News and Media, and Hamish McKenzie or Substack.
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The State of Media Subscriptions and Next Growth Toolkits
Distill the lessons learned over the past year in promoting quality content, mobilising audiences to subscribe, and engaging new generations to read, watch, and listen to. We share the stories of success from across the world and media sectors, and we look at where the opportunities are for 2021. INMA's Readers First Initiative Lead and Researcher-In-Residence Greg Piechota leads a jam-packed session with presentations from Neflix's former VP of Product Gibson Biddle, Spotify's Mayur Gupta, Bloomberg's M. Scott Havens, The Washington Post's Miki King, and The Wall Street Journal's Suzi Watford.
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Future Success: Is It All About Tech? IT vs. Humans
The journey of a company challenging perceptions and transforming business by authentically showing what diversity and inclusion really means at a grass roots level. In an era where trust and equity are key touch stones for success and high on the agenda, these companies show how they tackle these challenges internally. What leadership and management skills should we now be looking for in our staff? How will this affect corporate culture? Learn more from Ringier Axel Springer's Piotr Turek, Stuff's Annamarie Jamieson, and FT Strategies' Tara Lajumoke.
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Using Technology to Drive Transformation
What is the likely role of automation? Where's the human value? Bots and algorithms? Crucial or simply an add on? How can we use data and measurement effectively, and which data are we using in a cookie-less future? What are the relevant measurement tools? NTM's Annie Lidesjö, BBC's Nathalie Malinarich, and Dagens Nyheter's Lovisa Bergström explore examples of emerging technologies that could revolutionise the media industry (e.g. automated journalism, social outreach apps, video creation tech, 5G).
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Organisational Structure and Focus
The evolving landscape and the opportunity ahead, post-COVID. What is leadership in 2020s? Centralisation and efficiency. "To centralise or not to centralize," that is the question? And for those not part of a group, which activities should you seek partners? Working from home. The new normal for all? How should we leverage this to our benefit? Agility. Just a buzzword or something far greater? New business models for revenue maximisation. Diversification or doing what we know best well? Author Lucy Kuneg, The New York Times' Stephen Dunbar-Johnson, and Infoglobo's Frederic Kachar lead us through a this complicated topic.
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Best Practice in Product Development
Key themes for this session include how to listen to customers, how to meausre product-market fit, how to organise for efficient product development, and how to prototype, test, and release new products. This module features case studies from India's Economic Times and its metrics and frameworks for subscription product development; customer discovery and UX research at Advance Local in the United States; and the making of a super mobile app at Zero Hora in Brazil.
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How to Help People Form Habit
Learn more about how to help people form habit in this training module. What habit-forming products should a publisher focus on? Personalisation? Newsletters? Push notifications? App experience vs. Web experience? How to differentiate on-site comments vs. social media comments? How to grow engagement with a home page or a home screen? What value do video and audio formats bring? What are best practices in newsletters? Tease these out with the Wall Street Journal's digital subscriber experience, new experiences and habit formations with Bild in Germany, and how Aftenposten is building a front page optimised for time well spent.
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How to Differentiate Paid vs. Free
As we explore how to differentiate paid vs. free, learn more about the value of differentiation of paying reader experiences and what are the differences between paid and free? Is it about content, layout, features, competence factors? How does one measure ROI and KPIs? How to use data to develop more relevant experiences? How to set up metrics and workflows that support the work of cross-functional teams? What's the business case for personalisation? Dive deep into these issues through the eyes of the "chief problem officer" at Singapore's The Straits Times and the transformation of their product thinking. Hear more about developing premium newsletters at Germany's Handelsblatt. Then balance the conflicted objectives of advertising and reader revneue through experiences at The New York Times, Taboola, and Le Parisien.
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Data Analytics in Advertising
How news media companies utilise reader data and new research methodologies to fuel their digital advertising business is the focus of this Data Analytics In Advertising session. Hear about how The New York Times targets emotional context, how Amedia utilises subscription data for its ad business, and how DPG Media has launched its own advertising platform.
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Selling Advertising in a Changed Market: Best Practices
News media companies need to move from simply selling “advertising space” to “media solutions.” Learn how Helsingin Sanomat's new multi-channel product support ad sales across platforms and how a Hindu ad campaign for a chocolateer using insight-driven multi-media activations helped grow an FMCG category. Take a Ph.D. course on branded content from the USA Today Network. And learn more about JP/Politiken's Relevance platform, which helps advertisers with relevant advertising for relevant audiences in a relevant context.
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The State of Digital Advertising
Take a strategic look at what's next in advertising with an exploration of the state of digital media, how marketers and publishers are making more money by using less ad tech, how NRC Media research puts trust into perspective for advertisers, and how Stampen have renewed their advertising business and driven growth with new initiatives.
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Best Practices in Converting Subscribers
In this Master Class, we will review what successful publisher subscription operators are doing, how they re-think acquisition efforts when they hit a wall, and how to make smart, actionable decisions. Learn how to better integrate the newsroom into efforts to gain subscribers. Key themes for this module include: How to expose more readers to the registration or subscription offers; how to design friction-less check-out flows; and how to study and experiment with pricing. Case studies include Nine in Australia, De Telegraaf in The Netherlands, and Media 24 in South Africa.
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Best Practices in Driving Engagement and Consideration
Engaging users is key in keeping and gaining new subscribers. Themes for this module include: how to use high-interest events, such as the pandemic or election, to introduce your brand; how to grow your e-mail database and use this channel to educate readers about the product and help them build a habit; and how to experiment with different paywall models and set-ups to drive consideration? Case studies featured in this module include The Atlantic and The Washington Post in the United States and Tamedia in Switzerland.
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Best Practices in Audience Development
Understanding how publishers deep into their digital subscription journey spark new ways of attracting users is pivitol for improving your own outcomes. Key themes for this module include: where to find new users and how to attract them to your news Web site; how to grow direct visits, manage social media, optimise search, and invest in paid marketing; and how to activate print subscribers to use your digital product. Featured case studies are NZME in New Zealand, Dow Jones in the United States, and The Economist in the United Kingdom.
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Advertising Applications For Data Post Third-Party Cookie
This Master Class explores how the third-party cookie's pending disappearance is impacting what data gets shared with advertisers. We look at the emergence of creative audience segments, the place and role of contextual advertising, building automated precise data for advertiser performance, and how to close the gap with Facebook and Google. Learn more about these subjects from case studies: News Corp Australia's audience targeting and campaign activation platform, the South China Morning Post's first-party data playbook from single sign-ons to an activation platform, and how Gannett aims to redefine the advertising ecosystem.
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Audience and Content Applications for Data
In this Master Class we explore what steps need to be taken to get to true personalisation, best practices for authenticated audiences, how to creatively capture and use zero-party data, how to use data to design your products, and how to differentiate between subscriber and non-subscriber interactions and experiences. This module looks at these subjects through the lens of four case studies: Bonnier News Local and empowering its local content decisions via data, how Froomle and Mediahuis achieve impactful personalisation, how Onet is building tomorrow's personalised media with technology, and Axel Springer's automated SEO title generation.
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Data Strategies and Playbooks
Key themes include learning how to know what you want data to achieve for your company, where it resides in your organisation, and what KPIs or benchmarks to consider. We also look at how to democratise access to data, privacy and security concerns, and the practicalities of moving from where you are to where you want to be. These stories are told through three case studies: data's role in Torstar's transformation from the CEO's perspective, how Schibsted makes data actionable, and Mediahuis data journey that is pragmatic, influential, and scalable.
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Subscriber Flows, Launch Tips, Retention Best Practices
Subscriber experience revolves around moments of truth: when they want to find news, when they try to purchase the subscription, and when the time comes to renew. In this module, learn how to design the flows that help readers succeed using your Web site or an app and how to maximise the value of their subscription. Plus: let’s review how the paywall marketing and communication has changed over a decade. Learn about The Guardian's retention toolbix as it engages readers and retains them as supporters. Go behind the scenes of El Mundo's paywall launch and the lessons learned after its first nine months.
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Customer Journeys, Subscriber Acquisition, KPIs, Benchmarks
Knowing your reader and how she makes decisions about engaging with your news product is paramount to understand her subscription journey and plan the ways to influence it. In this module, we will discuss the best practices in attracting readers to the site, increase the frequency of visits, and help them develop a habit of reading, expose to the right offers at the right time, all to convert them into paying customers. These subjects come to light with two case studies. First, learn how Belgium's Mediahuis attracts readers to its sites and converts them into subscribers. Then, see how tech news start-up TechCrunch launched its digital subscription product and and lessons learned after its first 18 months.
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Paywall Models, Premium Content, Subscriber Engagement
When planning your digital subscription product, one must consider what's behind the paywall (your value proposition) and what's in front of the paywall. Paywalls are essentially a segmentation tool to filter out readers who have the highest willingness to pay. In this module, we will reveal, based on years of research, who's most likely to pay? And for what? Case studies from Schibsted and Funke Digital are featured. For Schibsted's Aftenposten, learn how they went from digital-first to audience-first. At Funke, get an insider's look at how the company launched its digital subscription products and the lessons learned after their first two years.
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Predict the Future, Save Revenue Today
Reducing passive churn, identifying readers at risk of churning, and modeling propensity to churn are the focuses of this module featuring case studies from Telegraph Media Group, Business Insider, and Deep.BI. The module looks at predicting churn before readers even think of leaving, fixing passive churn so you never lose a reader by accident, and handling breakups gracefully but smartly.
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Engage Readers So They Never Want to Leave
How do you engage readers so they never want to leave? This module burrows deeply into this subject as we learn to orchestrate the early success of your subscribers, help readers create new habits, and nurture the value of your journalism and the experience. Learn from the Wall Street Journal about onboarding new subscribers using data, from Schibsted about engaging readers with personalised communications, and Gazeta Wyborcza on the role of newsrooms in developing habits.
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Know Your Churn to Strangle It
Subscriber churn can deflate all of the positivity from acquisition. This module looks at how to reduce churn by rethinking your funnel and shifting focus from the sale to a long-term relationship. The module also helps you understand the root causes of churn, how to properly measure it, and how to benchmark your churn efforts vs. hundreds of subscription news sites. Learn more about value nurturing from author Anne Janzer, churn measurement and analysis from Singapore Press Holdings, and churn-related benchmarks from Piano.
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News Media Outlook 2021: What To Expect Next
Everything literally did change in the COVID-19 shutdown: advertising evaporated overnight, digital engagement and subscriptions surged, employees shifted from in-office to work-from-home, cost structures and workforce structures changed, print as a platform came under new scrutiny, and e-commerce skyrocketed in importance. In this module, INMA aims to look on the other side of the pandemic and its economic ripple effects to identify the "new normal" for the news industry over the next 6-18 months. Hear from researcher and management consultant Lucy Küng, INMA's Earl Wilkinson, and leaders from Africa Community Media, Schibsted, Independent Media, and Gannett | USA Today Network.
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Business Model Innovation and Creating New Value
Before, during, and after the coronavirus pandemic, there have been stand-out news brands that could imagine value creation as something more than profitability. They re-thought their mission. They created new measurements of success. They were able to make space that allows new products and services to flourish — sometimes disconnected from the legacy business. Those brands broke during the COVID crisis with new products, new services, and new ways to engage their markets in the most chaotic environment possible. INMA presents the stories from five companies and their stories of innovation: South China Morning Post, Schibsted, News Corp Australia, Newsday, and Svenska Dagbladet.
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Brainsnacks: Quick Ideas You Can Apply Immediately
INMA's Brainsnack sessions cover a lot of ground in a short period of time on many subjects. In this module with 10 media companies, hear how video has transformed Expressen, how Rede Gazeta transformed digitally and adopted the 7/1 model, how Eenadu scales advertising solutions during the pandemic, how The Globe and Mail uses machine learning, how Ringier Axel Springer touts sustainable media, and Stuff New Zealand covers climate. Learn more about AFP's verification operations, Advance Local's text message services, Iltalehti's work with machine learning and neural networks, and print innovation at The New York Times.
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Building Brand and Community: How Will You Be Remembered
Did news companies need a pandemic-induced lockdown to remind us that we are at the center of the wheel in most communities? What has emerged are herculean efforts to save local businesses, create hub-and-spoke networks for restaurants, livestream community events, inject our brands into the emerging concept of digital socialising, and other concepts that make news media as community organisers indispensable. In this inspirational module, INMA surfaces 11 examples internationally of community programmes during the COVID-19 turndown — short-form case studies to emulate in your markets. Come away from this module inspired.
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The Content to Commerce Revolution
Publishers are upending the status quo with business model approaches that redefine value and shorten the runway between editorial discovery and the "last click." In this module, learn how media companies are ushering in the new revolution of "content to commerce," ranging from data-fueled bets on content experiences that drive engagement to Web sites that drive the last click to lifestyle networks to bets on personal finances and other growth projects. Dive deep into practical case studies from Times Internet in India, as well as the New York Times' Wirecutter, and News Corp's Mansion Global.
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Smart Data In the Shadow of the Cookiepocalypse
It's not enough to have the right technology and the right real-time data and the right staff to analyse and compartmentalise information. To make data work for media companies requires a new creativity. In this deep dive module, learn practical cases of how media companies are making actionable real-time data to change business outcomes: subscription sales and retention, advertising sales, audience engagement, and more. Featured case studies come from The Washington Post, JP/Politikens Hus, Amedia, Aller Media, and the Financial Times.
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Advertising In Crisis: Navigation and Uplift
With the COVID-19 lockdown came issues never before imagined: advertiser brand safety issues around coronavirus coverage, the re-making of restaurants as general stores and takeout enterprises, the need to support independent and local small businesses, re-thinking marketing messagaging to one of empathy and support, the reading of tea leaves to shift sales reps from collapsed accounts to rising accounts, where to place bets, how to reposition fourth estate media in the marketing mix, and so much more. In this module, INMA provide a just-in-time look at these issues and what the likely next steps should be for news companies in the remainder of 2020. Hear trends from Boston Consulting Group (BCG), Deloitte, and Prohaska Consulting, as well as case studies from South China Morning Post, Gannett | USA Today Network, The Irish Times, and Infoglobo.
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Subscription Experiences Amid the Surge: Opportunities
Amid the chaos of the COVID-19 disruption, publishers have experienced double- and triple-digit surges in digital traffic and new digital subscription starts. In this module, go behind the scenes of what's working and not working, when your content should be free or have a price tag, how to build a subscription model so compelling your customers will never want you to leave, and refining the news experience in the age of attention wars. INMA's Greg Piechota, author Robbie Kellman Baxter, and Zuora's Frank Ernst show emerging subscription trends during the pandemic. Meanwhile, hear from media companies like Dagens Nyheter, Singapore Press Holdings, Le Monde, and the USA Today Network that have generated the most new subscribers in the current crisis.
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Where News Media Goes Next After COVID-19
How do leaders and their companies prepare for deep uncertainty and complex futures amid COVID-19? Learn what strategic trends will influence business, media, and society after today's massive disruption. Learn to capitalise on the "trust moment" for media in today's crisis and how consumer time spent with media is shifting towards digital, phone, digital video, and streaming. Learn how marketing spending is likely to shift in the months ahead — in general among specific channels, and what we have seen in the past in these kinds of massive global meltdowns. Hear from futurist Ross Dawson, eMarketer's Geoff Ramsey, and design guru Mario Garcia.
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