Unveil the modern news subscription acquisition funnel transformed by AI and algorithms
Discover new growth channels in post-social era
Craft irresistible offers that convert and retain
Leverage partnerships and value-added benefits
Add new tactics and actionable insights to your 2025 toolbox
Master subscriber acquisition in the algorithmic era of media
The media landscape is undergoing a seismic shift. The rise of AI is transforming how news is consumed, shared, and monetized. Algorithms now dominate distribution channels, influencing everything from search rankings to social media feeds. This new reality demands a fresh approach to subscriber acquisition.
This master class is designed to equip news professionals like you – marketers, editors, and product leaders – with the know-how and tactics to succeed in this algorithmic age.
INMA Researcher-in-Residence Greg Piechota has been curating this class based on exclusive insights from INMA Benchmarks, 150+ meetings and 50+ company visits in the past year alone.
Over two weeks and three intensive modules, on November 7, 12 and 14, we'll delve into the critical aspects of modern subscriber acquisition identified by INMA members:
- The channels driving subscription growth
- The offers that convert and retain subscribers
- The benefits and partnerships that enhance subscriber value
- Join industry experts and peers, as we dissect real-world cases together, share best practices, and discuss pros and cons of innovative strategies. Be in the know, stay ahead!
Speakers
Laurene Chevalier
Head of Digital Subscriptions, Blick
Ringier Medien Schweiz
Switzerland
Brendan Collogan
Managing Partner & Head of Innovation Incubation
Three Are One & News Corp Australia
Australia
Jo Coughlin
General Manager, New Products
Telegraph Media Group
United Kingdom
Marianne Gélinas
Director of Marketing and Business Intelligence
Le Devoir
Canada
Jonathan Harris
Senior Director, Product
Zuora Subscribed Institute
United States
Puneet Kukreja
Vice-President, Product and Reader Revenue
Times Internet
India
Sven Muller
Senior Solution Consultant EMEA
Chargebee
Netherlands
Veronika Munk
Director of Innovation and New Markets
Dennik N
Slovakia
Norihiko Sawa
Principal Research Engineer
Nikkei
Japan
Madison Tucker
Associate Director, Paid Digital Marketing
Conde Nast
United States
Darya Ushakova
Senior Vice-President, Consumer Marketing
The Philadelphia Inquirer
United States
More coming soon ...
Curated by
Greg Piechota
Readers First Initiative LeadInternational News Media Association (INMA)
10 questions this master class will explore
- How has the news funnel evolved in the wake of declining social media referrals?
- What impact do AI-driven search engines have on content distribution?
- What are the most effective channels for converting subscribers today?
- How to balance between registration walls and paywalls to maximize conversions?
- What incentives are most effective in driving user registrations?
- Which subscription offers generate meaningful revenue and long-term retention?
- Do free or discounted trials still work, and if so, how can you ensure conversion to full-price subscriptions?
- How can publishers acquire new segments like light readers or younger demographics?
- What role do non-news content verticals (e.g., puzzles, cooking) play in expanding the subscription value proposition?
- What types of partnerships are proving most effective in growing and retaining subscriber bases?
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