The insider's guide to reader revenue: years of INMA research and members' expertise distilled into a three-module master class on launching a digital subscription initiative, acquiring readers, and maximising profits
Paywall models: pros and cons
Premium content that sells
Subscriber journey from acquisition to retention
KPIs and benchmarks
Everything you ever wanted to know about starting your digital subscription journey — meet the world's best experts, dare to ask anything
Digital reader revenue is a path proven by the world's greatest news brands. It is the source of their competitive advantage at a time when advertising spend slows down in digital and in print, and print circulation dwindles.
Come along with INMA's industry-leading membership network learnings for this best-in-class look at what the transformation to reader revenue means, your real value proposition, news customer lifetime value, organising for growth and managing change, preparing stakeholders for launch, and the launch’s anatomy.
This exclusive Master Class is curated and moderated by INMA Researcher-In-Residence Greg Piechota, one of the world’s leading experts in reader revenue, an ex-Harvard and Oxford fellow, and a co-author of Unlocking the Customer Value Chain.
Topics
From content factories to journalism as a service
What the transformation to consumer revenue is really about? The guide for CEOs, marketing directors, and editors-in-chief.
Premium content and user experience
What value proposition readers pay for and why? Research and templates for internal workshops.
Maximising the news customer lifestyle value
How to speed acquisition, delay churn and grow revenue? Best practices in acquisition and retention.
Managing change and organising for growth
How to focus and mobilise teams and resources to deliver a breakthrough? Tested frameworks and workflows.
Priming the market
How to prepare customers, employees, owners and other stakeholders for the launch? Paywall launch communication secrets.
Anatomy of the launch
Step-by-step guide to the launch of a new subscription or membership product based on real life case studies.
From content factories to journalism as a service
What the transformation to consumer revenue is really about? The guide for CEOs, marketing directors, and editors-in-chief.
Premium content and user experience
What value proposition readers pay for and why? Research and templates for internal workshops.
Maximising the news customer lifestyle value
How to speed acquisition, delay churn and grow revenue? Best practices in acquisition and retention.
Managing change and organising for growth
How to focus and mobilise teams and resources to deliver a breakthrough? Tested frameworks and workflows.
Priming the market
How to prepare customers, employees, owners and other stakeholders for the launch? Paywall launch communication secrets.
Anatomy of the launch
Step-by-step guide to the launch of a new subscription or membership product based on real life case studies.
Speakers
Sarah Barth
Senior Conversion Manager
Funke Digital
Gabriela Bolognese
Chief Digital Officer
Unidad Editorial
Katia Debusschere
Manager Acquisition & Conversion
Mediahuis
Ned Desmond
Chief Operations Officer
TechCrunch and Engadget
Germán Frassa
Director, Digital Products & Audience Development
Unidad Editorial
Espen Egil Hansen
Former Editor-in-Chief and CEO
Aftenposten (Schibsted)
Ben Lappin
Director, Retention & CX
The Guardian
Grzegorz (Greg) Piechota
Researcher-in-Residence
INMA
Supported by
Agenda
Tuesday, August 4
Module 1: Paywall models, premium content, best practices in subscriber engagement
Click here for more information on this module
Thursday, August 11
Module 2: Customer journeys, best practices in subscriber acquisition, KPIs and benchmarks
Click here for more information on this module
Tuesday, August 18
Module 3: Subscriber experiences and flows, launch tips and tricks, best practices in retention
Click here for more information on this module
Details
What is included in registration?
Your registration includes the live presentation, the video recordings of the presentations, and the speaker’s presentation if they are willing to share.
What is the format?
Each module will be approximately 2.5 hours in duration. Each module will be held from 10:00 a.m. to 12:30 p.m. New York time (2:00 p.m.-4:30 p.m. GMT). Conducted in the Zoom ecosystem, you will have an opportunity to ask questions of all presenters.
What is the cost?
- Members: US$395 for all three modules, inclusive of video recordings and presentations
- Non-members: US$1,190, which is member pricing plus US$795, which includes one year of INMA membership
Who should attend?
Executives at news companies at the beginning of their subscription journey