People don’t want to buy a quarter-inch drill, they want a quarter-inch hole,” taught a legendary Harvard Professor Theodore Levitt. Similarly, people don’t just visit news sites and apps to get stories and use features, but they actually want to achieve something: learn, feel emotions, connect with others, gain status, or just escape the problems.

How do we make sure they achieve their objectives? How to measure the success of subscribers? How to monitor health of our relationships? These are the questions that this live INMA Webinar will answer on Wednesday, December 12.

The Webinar will be presented By Grzegorz Piechota, senior researcher at the University of Oxford and INMA’s researcher-in-residence. Based on a year-long study of media subscription strategies all over the world, Piechota collected the best practices in news subscriber marketing and developed practical frameworks for publishers to plan their value nurturing efforts.

Concepts discussed in the Webinar will include: demonstrating value, monitoring satisfaction, collecting feedback, providing support, involving into communities, engaging in marketing efforts, and growing contracts. The objective of the Webinar is to equip participants with a better understanding of customer value nurturing and ready-to-use ideas to grow their business by turning visitors into customers, and customers into advocates, referrers and contributors.

Webinar details:

Date: Wednesday, December 12, 2018.

Time: 10 a.m.-11 a.m. New York time.

Cost: Free for you as an INMA member. Webinars are only available to INMA members.

Register: For all inquiries, send an e-mail to Krista Avedikian at

For information on all upcoming INMA Webinars, visit here.