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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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