About this Webinar

Lessons from the world's subscription masters is the focus of an INMA Readers First Initiative Webinar featuring Robbie Kellman Baxter, a renowned subscription expert and author with a track record of helping top-tier brands like Netflix and Microsoft unlock profitable customer engagement.

The first of a new Subscription Masters series of livestream interviews from INMA's Readers First Initiative, this Webinar (and future sessions in the series) will explore a range of latest trends shaping the future of digital news subscriptions, including the new focus on retention, flexible pricing strategies in the current economic climate, and the use of AI in shaping the subscriber experience.

Over the course of 2025, INMA’s Readers First Initiative Lead, Greg Piechota, will dive into the new strategies, tools, and mindsets behind outstanding subscriber growth stories in today’s media and beyond.

Greg's first guest, Robbie, is the author of two influential books: “The Membership Economy” and “The Forever Transaction," in which she explores how companies are shifting from transactional models to ongoing, membership-based relationships that foster loyalty and recurring revenue.

In this interview, Greg and Robbie will dive into:

• How to balance subscriber acquisition, retention, and lifetime value in 2025 when profitability and sustainable growth are increasingly important?
• Which pricing models resonate most with future audiences, such as young or casual consumers, and how can we test them without confusing or alienating existing subscribers?
• How do we re-evaluate our subscription benefits to attract and retain subscribers?
• How do we keep existing subscribers active and satisfied, and which engagement metrics matter most for renewal decisions?
• What are the keys to launching and nurturing a community that members want to return to daily, and how do we measure success?
• What are the top internal objections to subscription transformation, and how can leaders address fears around new technology and workflow changes?

Why attend:

• Gain proven tips to sharpen your pricing strategy from the world’s leading expert.
• Find out how to align growth, profitability, and subscriber satisfaction.
• Discover fresh ways to build and nurture subscriber communities around content.
• Learn how to tackle cultural and emotional barriers to innovation.

Participants will also have an opportunity to ask Robbie their most pressing subscription questions.