A practical guide to finding and acquiring new subscribers in the post-pandemic reality: What benefits attract light readers? Is this time to tighten or change your paywall model? How to price for acquisition and retention?
New and proven subscriber benefits
Evolution of paywall and membership models
Pricing strategies and experiments
What’s next in subscriber acquisition?
The global pandemic is not over, but the interest in COVID news has waned and subscription growth requires a new marketing mix.
INMA has been scouting the world for new and proven acquisition strategies and tactics, so we could inspire your end-of-the-year push and the plan for 2022.
In this master class, we are looking at publishers that turned to journalism mission-driven benefits and messaging, with great results, and how they maximised value with bundling.
As paywalls become tighter than ever, we are considering the implications for nurturing light readers, and are offering examples of new access models you can add to your arsenal.
Advances in analytics and marketing technology have unlocked new opportunities in pricing, with price tests and personalised offers, and we are diving into best practices in conversion optimisation and revenue acceleration.
Fasten your seat belt, press the Ludicrous button, and brace for the sprint.
Topics
How to market your core journalistic values?
How to spice up your subscriber bundle?
What features get readers excited and ready to convert?
How to open doors for light readers and keep a tight paywall?
Is this a time to change your paywall model to hybrid?
How to plan reader journeys based on analytics?
What newsletters should you plan next?
How to price your trials to acquire readers that stay around?
What conversion experiments are worth trying?
How to optimise your check-out flow?
How to market your core journalistic values?
How to spice up your subscriber bundle?
What features get readers excited and ready to convert?
How to open doors for light readers and keep a tight paywall?
Is this a time to change your paywall model to hybrid?
How to plan reader journeys based on analytics?
What newsletters should you plan next?
How to price your trials to acquire readers that stay around?
What conversion experiments are worth trying?
How to optimise your check-out flow?
Faculty
Dorota Adamczyk-Mroczek
Chief Revenue Officer
Gazeta Wyborcza, Agora
Poland
Sarah Barth
Senior Conversion Manager
Funke Media Group
Germany
Lauren Bertolini
Chief Product Officer
The Daily Beast
United States
Michelle Brister
Chief Product Officer
The Daily Beast
United States
Nancy Cutler
Head of Global Brand Partnerships and Marketing
The Washington Post
United States
Steve Dempsey
Group Director of Publishing Products
Mediahuis Ireland
Jessica Hayes
Deputy Director, Global Supporter Strategy
The Guardian
United Kingdom
Meredith Kirsch
Senior Product Manager
The Washington Post
United States
Nic Newman
Senior Research Associate
Reuters Institute for the Study of Journalism, University of Oxford
United Kingdom
Kira Reibe
Head of Digital Subscription
Funke Media Group
Germany
Helena Sund
Editor, Premium
Expressen
Sweden
Ole Werring
Chief Product Officer
Amedia
Norway
Tee Zhuo
Assistant Audience Editor
The Business Times
Singapore
Curated by
Greg Piechota
Lead, Readers First InitiativeInternational News Media Association (INMA)
Supported by
Agenda
Tuesday, November 2
Module 1: Winning value propositions
Click here for more information on this module
Tuesday, November 9
Module 2: Flexible registration and paywall models
Click here for more information on this module
Tuesday, November 16
Module 3: Offers you cannot refuse
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