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

About this module

In this module, we turn to thought leaders and practitioners for the latest insights and best practices in expanding the appeal of journalism and news products to new segments and new markets.

Key questions

• How to reach people overwhelmed and distressed by news? And how to cross ideological and political divisions to broaden the appeal of your journalism?
• How to use bundling strategically and tactically to attract casual readers? How to address more consumer needs than just news?
• What can we do to grow our reach and engagement when the news cycle is down? What are the hottest distribution and acquisition channels and what are the best practices?

Today's classes

10:00 a.m.-10:10 a.m. (New York time)
Introduction


10:10 a.m.-10:40 a.m. (New York time)
Keynote Interview: Reaching audiences across the political, social and economical divisions
Mónica Guzmán, Author of "I Never Thought of It That Way”, Senior Fellow, Brave Angels, United States


10:40 a.m.-11:20 a.m. (New York time)
Panel: Engaging new audiences in practice: strategy, tactics, organisation
Agnes Stenbom, Head of IN/ Lab, Schibsted, Sweden
Mónica Guzmán, Author of "I Never Thought of It That Way”, Senior Fellow, Brave Angels, United States


11:20 a.m.-11:40 a.m. (New York time)
Briefing on the latest trends: Subscriber acquisition amid the attention recession and economic slowdown
Greg Piechota, Readers First Initiative Lead, INMA, United Kingdom


11:40 a.m.-12:20 p.m. (New York time)
Best practices: Secrets of search engine and aggregator optimisation of paywalled news websites
Jakub Sawa, Organic Growth Director, Gazeta Wyborcza, Poland


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)

About this module

In this module, we meet experts and peers to learn the best practices in using data and marketing technology to improve efficiency and effectiveness of our acquisition efforts.

Key questions

• Is the decline in online advertising prices an opportunity to flood the space with our ads and grow the market share?
• How to convert the audience we have at a higher rate? And what are the key acquisition benchmarks?
• Which segments are more resilient and how to reach them? How to use data better to target personalized offers?
• What are the best practices in registering readers? And what to do with those who registered?

Today's classes

10:00 a.m.-10:10 a.m. (New York time)
Introduction to the topic and our faculty


10:10 a.m.-10:50 a.m. (New York time)
Case study: Driving acquisitions with coverage during high-interest news events such as the death of Queen Elizabeth II
Magnus Cohen, Deputy Head of Digital, The Times and The Sunday Times, United Kingdom


10:50 a.m.-11:30 a.m. (New York time)
Case study: Driving acquisitions with cross-disciplinary collaborations of the newsroom, product, marketing and data teams
Hanna Månsson, Head of Subscriptions, Stampen, Sweden


11:30 a.m.-11:45 a.m. (New York time)
Best practices: Addressing the trends and challenges ahead in digital experience
Karen Franken, Client Strategist, Piano, United States


11:45 a.m.-12:25 p.m. (New York time)
Case study: Driving acquisitions with data-informed marketing experiments
Ricki Lyngsøe, Head of Subscription Marketing, Ekstra Bladet, Denmark


12:25 p.m.-12:45 p.m. (New York time)
Summary and Takeaways

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

About this module

In this module, we’ll learn about the best practices, strategies, and tactics in pricing for acquisition and retention.

Key questions

• Is your digital subscription business in a growth or mature stage, and what strategies and tactics are the best now – should we focus on market share or monetisation?
• Is this the right time to increase prices? And if so, how to manage risk of increased churn?
• How to use bundling strategically and tactically to attract casual readers? How to address more consumer needs than just news?

Today's classes

10:00 a.m.-10:5 a.m. (New York time)
Introduction to the topic and our faculty


10:05 a.m.-10:35 a.m. (New York time)
Interview: Winning sales strategies and tactics in e-commerce amid the rising costs of living and inflation
Kunle Campbell, Co-Founder, Octillion Capital Partners, United Kingdom


10:35 a.m.-11:10 a.m. (New York time)
Case study: Growing subscriptions amid the increasing competition and economic slowdown with personalised offers
Gabriela Bolognese, Chief Digital Officer, El Mundo, Spain


11:10 a.m.-11:25 p.m. (New York time)
Best practices: Pricing strategies to maximise revenue growth and retention
Jeff Spies, Head of Subscriptions, Aptitude, United States


11:25 a.m.-12:00 p.m. (New York time)
Case study: Next generation audiences development amid the attention recession and news avoidance
Sarah Marshall, Global Executive Director of Audience Development, Social Media and Analytics, Vogue, United Kingdom


12:00 p.m.-12:35 p.m. (New York time)
Growing subscriptions amid rising competition on a maturing market through innovation
Peter Nagy, Chief Marketing Officer, Petit Press, Slovakia


12:35 p.m.-12:45 p.m. (New York time)
Summary and Takeaways of the master class