Your guide to the next phase of media subscriptions: building an engine for scaling up
Learn the latest and best strategies, processes, technologies for customer acquisition, retention, and monetisation
INMA seven “ups” plan for the next decade
Up your brand with casual news consumers
Up your content for habit beyond news
Up your value proposition with bundling
Up your product and customer service for greater experiences
Up your market share with smart pricing
Up your infrastructure for AI and automation
Up your culture and work methods to unlock growth
A big idea behind this Media Subscriptions Summit
For the next phase in digital subscriptions, serving the public with great journalism is crucial but not enough. Heavy news consumers kickstarted your subscription programme, but they won’t sustain growth. It’s time to look at your value proposition, marketing mix, tech infrastructure, people, processes, and ask – are we ready for scaling up?
News publishers need a growth engine:
- Rethinking the core news product to better fit the needs of casual news consumer markets: from brand to content and experience, from distribution to packaging and pricing.
- New marketing strategies to promote the value of journalism values, boost value proposition with bundling, and grow share with penetration pricing.
- Data and technology stacks ready for AI and automation to improve effectiveness and efficiency.
- Investments in customer experience, the Achilles’ heel of news publishers, from product development to customer service.
- Agile work methods and cross-disciplinary structures to deliver the road maps and help fix culture to readers-first.
This 5th Annual INMA Media Subscription Summit, curated by INMA’s researcher-in-residence Greg Piechota, is a must-see annual gathering of the best minds in media consumer revenue. It’s evidence-based and insightful, while practical and down-to-earth.
We aim at helping you and your team benchmark the maturity of your reader revenue programme, understand the evolving core capabilities, spot gaps in your growth plan and inspire new opportunities, and help build the engine to drive the next 10 years.
Speakers
Patrick Appel
Director of Research
Piano
United States
\
Eva Ascarza
Associate Professor
Harvard Business School
United States
Alexandra Beverfjord
Editor-In-Chief and Chief Executive Officer
Dagbladet
Norway
Lisa Boucher
Head of Digital Marketing and Business Development
Lagardère Média News
France
Cecilia Campbell
Chief Marketing Officer
United Robots
Sweden
Styli Charalambous
Chief Executive Officer
Daily Maverick
South Africa
Brendan Collogan
Director, Subscriptions
News Corp. Australia
Australia
Anderson Demian
Executive Director of Consumer Market and Digital Strategy
Folha de S Paulo
Brazil
Daisy Donald
Principal
FT Strategies
United Kingdom
Cynthia DuBose
Managing Editor, Audience Engagement
McClatchy
United States
Gordon Edall
Co-Founder and Chief Revenue Officer
Sophi
Canada
Meinolf Ellers
Chief Digital Officer
DPA
Germany
Paul Fichtenbaum
Chief Content Officer
The Athletic
United States
Peter Gray
Vice-President, Product
Dow Jones
United States
Mayur Gupta
Chief Marketing Officer
Gannett
United States
Lyndsey Jones
Author
"Going Digital"
United Kingdom
Adrian Lee
Senior Vice President, Audience Growth
South China Morning Post
Hong Kong
Christoph Mayer
Partner and Managing Director
Schickler
Germany
Veronika Munk
Founding Editor-in-Chief, Head of Content Development
Telex
Hungary
Daniel Mussinghoff
Director Premium, Bild
Axel Springer
Germany
L.V. Navaneeth
Chief Executive Officer
The Hindu Group
India
Yasmin Namini
Digital Media Consultant and Advisor
United States
Jill Nicholson
Chief Marketing Officer
Chartbeat
United States
Tim Part
Senior Manager
FT Strategies
United Kingdom
Jens Pettersson
Chief Digital Reader Revenue Officer
NTM
Sweden
Nicki Purcell
President
Insite
United States
Michael Ribero
Chief Subscriptions Officer
The Washington Post
United States
Agustina Roncaglione
Head of Subscription Acquisition
La Nacion
Argentina
Dietmar Schantin
Principal
Institute for Media Studies
United Kingdom
Maria Sgromo
Head of Subscriptions
RCS Media Group
Italy
Fritz Sima
Senior Commercial and Trading Manager
Independent Digital News and Media
United Kingdom
Gunnar Södergren
Head of Delivery
United Robots
Sweden
Chris Taylor
Chief Operating Officer
Telegraph Media Group
United Kingdom
Anna-Karin Tilleby
Project Manager, Content Developmen
NTM
Sweden
Patrick Tornabene
Chief Consumer Revenue and Strategy Officer
Newsday
United States
Laurie Truitt
VP Global Consumer Growth
Time
United States
Darya Ushakova
Vice-President, Consumer Marketing
Philadelphia Inquirer
United States
Arun Venkataraman
Global Strategy Lead, Google News Initiative
Google
United States
Suzi Watford
Former Chief Marketing Officer and Executive Vice-President, Consumer
Dow Jones and The Wall Street Journal
United States
Robert Whitehead
Lead, Digital Platform Initiative
INMA
Australia
Ross Wilmot
Head of Consumer Marketing
Independent Digital News and Media
United Kingdom
Curated by
Greg Piechota
Readers First Initiative Lead
International News Media Association (INMA)
Topics
What are the strategies and tactics behind the record-breaking growth of subscription leaders in the past three years?
What does success look like for beginners, intermediate, and mature subscription programmes?
When to focus on acquisition and when on retention? How to coordinate the two?
How to help casual readers form habits regardless of the news cycle?
What is the role of audio and video in the subscription value proposition?
What to make of the rise of Web3 technologies, such as crypto, NFTs and metaverse?
Where to invest your marketing budget – building brand or driving performance?
Where should you expand – to new geographies or to new customer segments?
What marketing technologies out there help improve effectiveness and efficiency?
What is the return on investment in AI and automation?
What are best practices in subscription product development?
What is the role of customer service teams in digital relationships?
How to manage change to customer-centric, data-positive and subscription-first culture?
How to win the arms race for the best content and talent with new competitors?
Practical workshops
Product: Launching a subscription for a niche audience
Lifecycle: Planning a retention programme
Analytics: Attributing conversion to content
Supporters
