10:00 a.m.-12:30 p.m.
(New York time)

Today’s module on subscriber acquisition

Expand your subscriber base beyond the core audience. In this class, you’ll learn strategies to identify and engage underrepresented segments such as young adults, women, minorities, or casual readers. Discover how to tailor your content, marketing, and pricing to attract these groups, and how to build loyalty by addressing their unique needs and preferences. You’ll also explore innovative ways to reach new audiences and expand your brand beyond traditional channels.

10:00 a.m.-10:20 a.m. (New York time)
The growth pathways for news media subscriptions
Greg Piechota, Lead, INMA Readers First Initiative, United Kingdom



10:20 a.m.-11:00 a.m. (New York time)
Keynote interview: Diverse as our community: Engaging audiences with relevant and impactful journalism. Why it matters
Debby Krenek, Publisher, Newsday, United States


11:00 a.m.-11:40 a.m. (New York time)
Winning younger readers: Engaging and converting young audiences into subscribers at NWT Media
Patric Hamsch, Deputy Head of Media, NWT Media, Sweden


11:40 a.m.-12:20 a.m. (New York time)
Beyond the core audience: Evolving digital subscription strategy of New Zealand Herald
Carolyn Adams, General Manager, Digital Subscriptions, New Zealand Herald / NZME, New Zealand

12:20 p.m.-12:30 p.m. (New York time)

Summary and takeaways

10:00 a.m.-12:30 p.m.
(New York time)

Today’s module on subscriber retention

Keep your subscribers engaged and prevent them from churning. In this session, you'll learn data-driven tactics to improve retention, including personalised retention e-mails, smart price increases, and predicting who is worth saving. Discover how to leverage data and analytics to optimise your content, pricing, and marketing strategies. Consider how to best organise internally to reduce churn and continue growing your subscriber base.

10:00 a.m.-10:05 a.m. (New York time)
Welcome and introduction
Greg Piechota, Lead, INMA Readers First Initiative, United Kingdom



10:05 a.m. - 10:45 a.m. (New York time)
Subscriber engagement: Driving usage and nurturing value of digital subscriptions at Gannett
Phil Schroder, Vice President, Consumer Engagement and Revenue Growth, Gannett, United States


10:45 a.m. - 11:00 a.m. (New York time)
Retention benchmarks: Insights and best practices from Piano

Based on insights from Piano’s proprietary benchmark data and unique product features, Piano will provide proven tactics to keep those subscribers that are on the edge of churning and to re-engage former subscribers and win them back. Piano will discuss unique tactics to reduce both passive and active churn.

Matthew Broad, Senior Vice President, Global Strategic Services, Piano

11:00 a.m. - 11:40 a.m. (New York time)
Subscriber development: Upgrading subscribers and driving greater value at The Guardian
Rachel Robertson-Brown, Global Head of Retention, The Guardian, United Kingdom


11:40 a.m. - 12:20 p.m. (New York time)
Saving subscribers: Optimising the cancellation experience at Aftenposten
Mia Baglo Skotte, Head of CRO, Consumer Business Aftenposten, Schibsted, Norway
Therese Grieves, Head of CX, Consumer Business Aftenposten, Schibsted, Norway

12:20 p.m.-12:30 p.m. (New York time)

Summary and takeaways

10:00 a.m.-12:30 p.m.
(New York time)

Today’s module on subscriber engagement

Learn how to keep your subscribers engaged and turn their visits into habits. In this session, you'll explore the science of consumer streaks and discover best practices for onboarding new subscribers to build lasting loyalty. You'll learn how to create a seamless, personalised onboarding experience that nurtures habits and turns casual readers into loyal subscribers. Discover how to leverage data and analytics to optimise your onboarding strategies and maximise engagement.

10:00 a.m.-10:05 a.m. (New York time)
Welcome and introduction
Greg Piechota, Lead, INMA Readers First Initiative, United Kingdom



10:05 a.m. - 10:45 a.m. (New York time)
Measuring engagement: State-of-the-art subscriber analytics at The New York Times
Kendell Timmers, Vice President, Data and Insights, The New York Times, United States

10:45 a.m. - 11:20 a.m. (New York time)
Insights from behavioural science: New research on forming habits with consumption streaks
Jackie Silverman, Assistant Professor of Marketing, University of Delaware, United States


11:20 a.m. - 12:25 p.m. (New York time)
Become unleavable: Onboarding step-by-step guide to set subscribers up for success and long-term retention
Robert Skrob, Author, The Retention Point, United States


12:25 p.m.-12:30 p.m. (New York time)

Summary and takeaways

10:00 a.m.-12:30 p.m.
(New York time)

Today’s module on bundling and B2B subscriptions

Maximise the value of your subscriptions for both consumers and institutional clients. In this session, you'll explore bundling and unbundling strategies to optimise content and pricing, and discover targeted tactics for growing B2B subscriptions with companies and universities. You'll learn how to create a customised, value-driven subscription package that meets the needs of both individual consumers and institutional clients. Discover how to leverage data and analytics to optimise your bundling and pricing strategies and maximise engagement.

10:00 a.m.-10:05 a.m. (New York time)
Welcome and introduction
Greg Piechota, Lead, INMA Readers First Initiative, United Kingdom


10:05 a.m. - 10:40 a.m. (New York time)
Riches in the niches: Creating and marketing journalism products to business customers
Anders Heering, Director, JP/Politiken Business Media, Denmark


10:40 a.m. - 10:55 a.m. (New York time)
Unlocking value in content data: Translating insights into action with Chartbeat
Bilal Ayub, Senior Product Manager, Chartbeat, United States


10:55 a.m. - 11:25 a.m. (New York time)
Bundling news for businesses: Digital subscriptions as a benefit for employees
Joanna Kwas, Director, Sales and Digital Development, Gazeta Wyborcza, Agora, Poland

11:25 a.m. - 11:55 a.m. (New York time)
Bundling news for consumers: Selling five news brands as a package at Mediahuis
Katia Debusschere, Manager, Acquisition & Conversion, Mediahuis, Belgium

11:55 a.m. - 12:25 p.m. (New York time)
Unbundling news for casual readers: New research about the market opportunity in selling content à la carte
Aske Kammer, Associate Professor of Journalism Studies, Roskilde University, Denmark


12:25 p.m.-12:30 p.m. (New York time)
Summary and takeaways