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Readers-First Meet-Up: How to Measure and Maximise Lifetime Value of Subscribers

Presented by Grzegorz (Greg) Piechota, Researcher-In-Residence, International News Media Association (INMA)

Originally presented: 18 March 2020

Grzegorz (Greg) Piechota, researcher-in-residence at INMA, and his guests will discuss the best practices to speed the acquisition of news subscribers, increase revenue and delay churn. At the INMA Media Subscriptions Summit in New York, Greg and Patrick Appel, director of research at Piano, unveiled new original research into factors influencing lifetime value based on transactions of more than 300,000 subscribers of news media brands across the world. They will address questions such as: What should the price of annual vs. monthly subscription be? Which acquisition channels attract more profitable customers — desktop or mobile Web, social or search?

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