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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.