Premium Videos

Recordings From INMA's Master Classes and Conferences

Flexible Registration and Paywall Models

About this premium video

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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