The INMA Subscription Models Summit — part of the “INMA Connect: Educate, Engage, Experience (E³)” initiative — will explore the successes and failures of the metered model and freemium models, as well as micropayments and emerging alternate models. The Summit will be punctuated by a look at subscriptions outside of news media industry. Executives and managers alike will benefit from this in-depth day of programming that shares actionable case studies, discussions and presentations.
Please check back frequently for updates to the agenda.
Conference Moderator: Robert Whitehead
Disruptionist & Media Entrepreneur, McPherson Media Group LinkedIn
Predictive Analytics World (Invited)
As W. Edward Deming said “In God we trust; all others must bring data.” — opening the conference with a foundation mindset surrounding data, Predictive Analytics World makes the how and why of predictive analytics understandable and captivating. Beyond understanding, data should be at the center of all business decisions in news media companies. Listen to how data analytics can and has transformed businesses, processes, and delivered results. Although seemingly daunting, learn how you can use predictive analytics in applicable ways, starting simply and growing deeper as you find the hidden gold in your data.
Data Drives Understanding Your Subscribers in a Completely Different Way - Using FUSE/Google Surveys to Understand Your Subscribers in a Completely Different Way
Friend or foe, no one can ignore the power of Google in our industry, and in data. Learn about the successes of using a consultative approach, focused specifically on the news media industry, from Google's FUSE project. Collecting your data, applying analysis, and best practices for subscribers, google identifies the right monetization strategies and offerings for each audience segment. Big data drives the insights into how better to engage with your audiences, how to price for each audience, and what is your approach for each type of user. Hear from North American newspapers partnering with Google's FUSE project, and see for yourself how big data is the new subscriber acquisition and retention super power.
Partnerships Lead, FUSE/Google Surveys LinkedIn
It's not just for sales! Using the Sales Funnel for Consumer Marketing
We all want aggressive sales people to close those advertising deals. Each sale translates into thousands for our organizations. There are hundreds of sales funnel products, each designed to move the prospect down the funnel to an ultimate sale. Why are we only applying this aggressive focus to advertising sales? Consumer marketing is the ultimate sale funnel that requires the same focus, aggressive sales and data analysis. Learn how, after an eye opening design thinking session, Gatehouse is using Salesforce for their consumer marketing, collaborating on acquisition and retention. By viewing each side of the table differently, a process and approach typically reserved for the sales side of the house is now being applied to customers.
Vice President Consumer Marketing, GateHouse Media LinkedIn
Paywall Powerhouses: Newsday and Honolulu Star-Advertiser
For an alternative take, listen to how both Newsday and Honolulu are seeing the benefits of paywalls in two very different markets. Sharing their success stories and the changes they've made not only to their paywalls but their strategies around pricing, subscriber retention and acquisition — our presenters will provide the key learnings around their subscription journey. Showing the contrasting markets and competitive situations, these two cases can provide any market with insights, actionable steps to modifying your subscription models and the results from their changes to convince your organization of the value of your product… behind the wall.
Vice President, Circulation, Honolulu Star-Advertiser (Oahu Publications, Inc.) LinkedIn
Rebuilding the World's Original Paywall — From Content to Customer Led: The Wall Street Journal
Most media companies know that digital subscriptions are central to their business model — some today, some tomorrow. Yet the experiences of news brands in national markets differ from regional markets, as do markets flooded by free news sources. What best practices or market contexts allow the metered model to work vs. the freemium model? As we all know, the Publisher of the Journal, has set an ambitious target: Reach 3 million subscribers by the end of 2017. To help achieve that goal, the Journal recently took two big steps. It modified its paywall, which has been in place for 20 years. Learn about the 24-hour “guest pass” now being offered, and the subscribers' option of sharing articles for free on social media
Playing the Field — Freemium and Hard Paywalls — The Boston Globe Story
Hedging your bets is not just for Vegas, Boston has taken this approach by offering certain content in a Freemium model site (www.Boston.com) and offering premium content behind a Paywall model site (www.bostonglobe.com). Debate the strategy, hear the lessons learned and the findings on each side of the field. Take the learnings from each side, and dig deep into the strategy and execution plan Boston implemented to grow subscriptions and audience, and whether this could be the right model for your market.
Because there's never enough time to ask all the questions and dig deeper into the key point of any presentation — we're offering Office Hours. Grab your lunch and keep the conversations going over lunch with our presenters. This is your opportunity to consult with presenters, share your story, and engage in learning next steps to make a change.
Winnipeg Free Press Experience: Can it ever be enough?
Two years after introducing its micropayment system, the Winnipeg Free Press has 35,000 subscribers for its digital content. As the first Canadian newspaper to monetize its content via micropayments with impressive results, hear about their experiment and the strategy behind it. Engage with the group to discover if a micropayment strategy can help increase your digital subscriptions, or generate a new source of revenue for your content.
What it Takes for Continued Success in the Subscription Economy
A recent study revealed that Subscription businesses grew revenues 9 times faster than S&P 500 company revenues, and 4 times faster than US retail sales over 15 consecutive quarters. The subscription business model is being embraced by every industry, creating a whole new economy. One that we call the Subscription Economy. In this world, you will find that you are both competing with, and often learning from diverse companies that have one thing in common: a subscription business model. What does it take for a media company to be successful in this new economy? Working for a company like Zuora over the past 8 years has given me a ringside view into the creative ways in which leaders at diverse subscription businesses are driving innovation. Join me as I share a synthesis of these learnings, and useful frameworks that could help drive success in your business.
GM Finance Product Line, Zuora LinkedIn
Case Studies and Strategic Solutions - CNHI, Cox, and Others
Listen to rapid-fire North American news media companies present their subscription case studies; straight to the meat, no fluff, pure info. As an added level of education, we're having subscription scenarios evaluated by industry experts presenting their recommended solutions and plans of attack. Between the case studies and the strategic solutions you'll receive a 360-degree view of what's happening at various news media companies in North America - along with the strategic perspectives and solutions for industry scenarios we're all facing. Check back often to see the new cases and solutions being added daily!
Pull up a chair, take notes and be prepared. After the Case Studies and Strategic Solutions session we'll break for office hours/un-conferencing to allow you time to break into deep dive engagement groups with our presenters and fellow attendees, to dig into what you want to know more about, push back with alternate perspectives, and get the plan for moving forward with the scenario you've been charged with in your organization.
Laura Inman Nolan
Cox Media Group LinkedIn
Use this time to further your actionable take-aways, engage with attendees and presenters, and participate in moderated un-conferencing to make the most of the presentations and your own unique market challenges. This is your time to dig deep, work with the resources in the room and close the day with your plans for your organization.
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