On-Demand Webinars

Readers First Initiative Meet-Up: How to Convert and Retain Young and Female Subscribers?

Presented by Greg Piechota, Researcher-In-Residence, INMA

Originally presented: 18 March 2021

As news subscriptions programmes mature, news publishers see further growth opportunity in converting and retaining light-reading subscribers. Along the way, they aim to crack some of the industry myths, such as the one that young and female readers won’t subscribe to news. Meet the two established news publishers who chose a systemic approach to make their subscriber bases more diverse — Norway’s Amedia and News UK. During the meet-up we will address the critical industry questions: What news topics are young and female audiences most interested in? Are these topics really different from what older and male audiences tend to read? How do we compare the performance among different topic areas? How do we help the newsroom make our daily content mix more relevant to the new priority audiences? How do we increase gender and age balance in stories they cover?

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