Reports
INMA reports are global, strategic, relevant, and just-in-time. INMA members can log in and download reports for free.
Latest Reports
11 Results
-
Beyond the Funnel: Strategies for a New Subscription Model
How news media organisations around the globe are approaching sustainable journalism in their subscription strategies is the focus of this INMA report. In "Beyond the Funnel: Advice For a New Subscription Strategy," Paulo Celso Pereira, executive editor of Brazil's O Globo, provides a look at how to develop a subscriber base that allows a media company to be profitable and secure its future. Among the report's case studies are The New York Times (USA), Financial Times (United Kingdom), El País (Spain), Clarín (Argentina), and United Daily News Group (Taiwan).
-
There Is No Subscription Ceiling for News Media
Breaking down the myth that there is a subscriptions ceiling in news media is the focus of this report. It breaks down six common myths held by publishers today and provides a data-informed answer to each one. Among the report's case studies are the New York Times, Axel Springer, Mediahuis, Haaretz, News24, Advance Local, The Irish Times, Dow Jones, and The Washington Post.
-
AI Guide and ChatGPT Promptbook for News Marketers
How news subscription marketers can use generative AI tools to save time, improve scalability, and increase the effectiveness of reader engagement is the focus of this report. This report dives into the capabilities of new AI tools, based on a review by INMA of the top 15 generative AI tools and in-depth testing of the top three of them. It also aims to be a practical guide for marketing teams, including examples of effective prompts, step-by-step instructions, and practical scenarios.
-
Light Readers: Digital Subscriptions' Next Growth Path
Light readers represent the strongest growth path for subscription-mature news media companies, yet the audience segment described as "casual," "infrequent," and "picky" requires deeper study. This report reveals new patterns in reader revenue during the pandemic, the emergence of product and marketing tactics to attract light readers, insights into casual buyers across consumer industries, and a re-sizing of the subscription opportunity ahead.
-
The Growing Promise of B2B in Media's Reader Revenue Model
News media companies are expanding into potentially lucrative business-to-business (B2B) subscriptions. This report looks at the differences in consumer vs. B2B subscription strategies, steps to selling B2B subscriptions, and how news media companies are catering their subscription offers to corporations.
-
Subscription Pricing: From COVID Bump To Sustainable Revenue
The pandemic-driven subscription surge and the rise of segmented approaches to audience management are driving new urgency for sharper pricing strategies by media companies as markets emerge from the worst of COVID-19.
-
News Subscriptions In the Age of Coronavirus
How news publishers navigate the unpredictable surge in traffic and subscription starts during the COVID-19 crisis is the focus of a new report by INMA. "News Subscriptions In the Age of Coronavirus," part of INMA's Readers First Initiative, seeks to identify key trends at work in the subscriptions space, examine the mechanisms behind both the growth in traffic and reader revenue, and highlight successful strategies from publishers worldwide.
-
The Evolving Role of Newsrooms in the Reader Revenue Model
Journalism and its relationship to digital subscriptions are quickly replacing advertising as the key revenue drivers of news media companies worldwide. This report, which is part of INMA's Readers First Initiative, looks at the essential functions of a readers-first newsroom, why trust is key in reader revenue, what readers will pay for, and how news media leadership can guide this transition.
-
Nurturing Value for News Consumers
The news industry embrace of digital subscriptions and the need to reduce churn to maintain a growth path is driving publishers worldwide to re-think how they communicate core value propositions to ensure long-term relationships. In this report, learn why retention is key to a subscription strategy, why a lifetime relationship is the end game, how convenience and personalization are under-utilised components of value nurturing, how to pivot with data, and how to differentiate product via brand and segmentation.
-
Unpacking the Reader-Subscriber-Lifetime Customer Journey
Improving subscriber retention and habitually engaging readers was the focus of the INMA Consumer Engagement Summit in November 2018 in Miami. In this report, learn more about key summit outcomes, which include subscriber onboarding, winning every visit, creating habits, building community, rewarding loyalty, paywall models, content that converts, newsletter best practices, getting newsrooms on board, and smart pricing.
