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Recordings From INMA's Master Classes and Conferences

Winning Value Propositions for Subscriptions

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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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