Monday, April 16

INMA Media Subscriptions Study Tour

The London market offers unique access to media companies innovating in the paid content space. Get a front-row seat and experience a deep dive with the leading lights in the British media industry. Day 1 takes us to best practices in newspaper, magazine, and TV media, while Day 2 dives deeper into newspaper media with each adopting different models for consideration.

8:00 a.m.-9:00 a.m.

The Goring
15 Beeston Place, Westminster

Starting Point for Day 1: Study Tour Registration and Welcome Tea

London's last remaining family-owned luxury hotel will be the starting point for the INMA Media Subscriptions Study Tour, putting us in the heart of several stops for the day. Meet with fellow study tour participants in The Goring’s intimate garden setting for a welcome tea and snacks.

9:00 a.m.

Overview and Introductions

The Goring Hotel
15 Beeston Place, Westminster

Open the study tour with an executive-level global overview of digital subscriptions in media by INMA as well as trends in paid content and the data and benchmarks behind them by Piano.

Earl J. Wilkinson Earl J. Wilkinson
Executive Director and CEO, INMA @earljwilkinsonLinkedIn

Trevor Kaufmann Trevor Kaufmann
CEO, Piano LinkedIn

10:30 a.m.

Depart The Goring for short walk to Telegraph Media Group

11:00 a.m.-1:00 p.m.
Telegraph Media Group
111 Buckingham Palace Road

The shift from a metered paywall to a tiered freemium model that put 20% of its content behind a hard paywall has paid off handsomely for the Daily Telegraph the past 18 months. Part of the success of Telegraph Premium has been full ownership by the newsroom with clear feedback loops, as well as an enhanced marketing team focused on subscriptions. In this stop, go behind the scenes of this to hear the full story: registration-first strategy, the customer-focused and data-led approach, the evolution of the business model and diversification of revenue streams, the evolution of The Telegraph's digital subscription products and benefits of registration, and the delivery of quality journalism in a registration-first strategy.

Robert Bridge Robert Bridge
Chief Customer Officer, Telegraph Media Group LinkedIn

Peter Hickman Peter Hickman
Marketing Director - Subscriptions, Telegraph Media Group LinkedIn

Mike Adamson Mike Adamson
Deputy Editor, The Daily Telegraph LinkedIn

1:00 p.m.

Depart Telegraph Media Group for bus ride to Immediate Media

2:00 p.m.-3:30 p.m.
Immediate Media
44 Brook Green

Immediate Media is a multi-platform consumer media business focused on high-value special interest markets in the United Kingdom aimed at leisure time and where people spend their money. With its focus on deep levels of consumer engagement and passion, Immediate Media is experiencing digital growth in niches such as sewing, radio, gardening, youth and children. In this visit, learn more about consumer engagement and their pivot to digital subscriptions.

Robert Bridge Jess Burney
Managing Director, Direct Marketing and Business Development, Immediate Media LinkedIn

Andy Healy Andy Healy
Managing Director, History, Science, Apps and Digital Editions, Immediate Media LinkedIn

Dominic Murray
Publishing Director, Gardeners' World, Immediate Media

3:30 p.m.

Depart Immediate Media by bus for Corinthia Hotel

4:30 p.m.-6:00 p.m.

Next-Generation Excellence: Deeper Relationships

Corinthia Hotel
Whitehall Place, Westminster

The INMA group and demand for programming got so big that we had to land the Monday study tour at London's Corinthia Hotel where we could accommodate the scale and demands of participants and presenters. What do Sky Media, Netflix, and Spotify have in common? You will soon find out (deeper relationships).

Corinthia Hotel

Sky Media

What might a robust subscription-oriented media company look like in a decade? Look no further than the United Kingdom's Sky Media, which over the past 30+ years has created a robust subscription business for its pay TV operation, fiber, ADSL, mobile, and other platforms. In this visit, hear first-hand of the lessons learned in this journey including driving down churn, increasing attention, creating richer experiences, and when to add more products. Learn Sky's philosophy of creating deeper relationships with customers through service, great conversations, and the development of people skills — including how to have the conversation about value with consumers.

Simon Raggett Simon Raggett
Managing Director of Sales Operations, Sky LinkedIn

Sky Media

Netflix and Spotify

In this session, learn about the details of exclusive analysis of why Netflix and Spotify have the highest conversion rates from freemium or free trials across industries (above 30%), while most others struggle with 1%-3%. It is based on original research, the Reuters Institute's focus groups in four EU countries, as well as the studies on the value of personalisation and family account-sharing.

Grzegorz Piechota Grzegorz Piechota
Senior Research Fellow, University of Oxford LinkedIn

6:00 p.m.

Depart Corinthia Hotel for walk to Temple Tube Station and beginning of Pub Crawl

6:30 p.m.-10:00 p.m.

Study Tour Walk, Pub Crawl, and Dinner

Meeting point: Temple Underground Station Exit on River Thames

We can think of nothing that will connect INMA study tour participants more than a pub crawl along London's famous Fleet Street. We will meet at the Temple tube station exit on the River Thames, while an official London guide provides a light-hearted talk on the history of journalism and publishing on Fleet Street — all the while stopping at iconic, centuries-old traditional London pubs. Featured pubs include The Bank of England (site of the infamous Demon Barber, Sweeney Todd and the place where he lured his victims) and Ye Olde Cheshire Cheese (built in the 1600s and frequented by the likes of Charles Dickens). This all before the evening's highlight: dinner in a private room at Punch Tavern (a former 19th Century gin palace) for traditional English pub food, wine and entertainment. We will cap a truly unique evening with a boat ride to Canary Wharf (where most attendees are staying) and sail past some of London's famous landmarks such as Tower Bridge, The Shard and The Tower of London.

Tuesday, April 17

8:45 a.m.

Starting Point: Day 2 of Media Subscriptions Study Tour

The second day of the Media Subscriptions Study Tour starting point is The Guardian, Kings Place, 90 York Way. Please arrive and clear security before the group walk to our meeting room at 8:45 a.m.

9:00 a.m.-11:00 a.m.
The Guardian

Kings Place, 90 York Way

Instead of pursuing a paywall approach, The Guardian has instead focused on building deeper relationships with its readers through a supporter model. It now has over half a million recurring reader relationships (made up of members and subscribers) who regularly make financial contributions to The Guardian, and has also ​received over 300,000 one-off financial contributions. The Guardian's readership has continued to grow in conjunction with its reader revenue strategy, with an average of 150 million unique browsers and 1 billion page views on a monthly basis in 2017. In this study tour stop, we will do a deep dive with the aim to understand The Guardian's reader-first strategy, contribution/membership programme, marketing reader revenues, and a look at consumer revenues.

Graham Page Graham Page
Business Management and Customer Operations Director, Guardian Media Group LinkedIn

Amanda Michel Amanda Michel
Deputy Editor, Membership, Guardian Media Group LinkedIn

Sonia Sudhakar Sonia Sudhakar
Consumer Marketing Director, Guardian Media Group LinkedIn

Campbell Price Campbell Price
Head of E-Commerce, Guardian Media Group LinkedIn

11:00 a.m.

Depart The Guardian by bus to News UK

11:30 a.m.-2:00 p.m.
The Times and Sunday Times

1 London Bridge Street

News UK's quality titles The Times and Sunday Times have spent the better part of this decade experimenting with paid content. Early attempts to hard-lock all content did not yield the results they wanted, so they have pivoted to a registered access model that gives “viable leads” access to two articles per week if they provide their details. They no longer emphasise breaking news, they court subscribers on owned properties more than social media, and they have been aggressive in pricing. Keys to success today has become best-practice at articulating its value proposition and focusing on reader passion over scale. The study tour will focus on newsroom transformation; acquisition, engagement and retention; and include a newsroom tour.

Chris Duncan Chris Duncan
Managing Director, Times Newspapers Ltd. LinkedIn

Emma Tucker Emma Tucker
Deputy Editor, The Times LinkedIn

Catherine Newman Catherine Newman
Chief Marketing Officer, Times Newspapers Ltd. LinkedIn

2:00 p.m.

Depart News UK by bus to Financial Times

2:30 p.m.-5:00 p.m.

1 Southwark Bridge

The Financial Times implemented its paywall in 2002 and pushed digital subscriptions before virtually every publisher in the world. The Financial Times crossed the threshold of generating more revenue from digital than print in 2016. It generated more digital subscribers than print subscribers in 2012. Having crossed 900,000 paid digital subscribers, keys to success include building a captive audience, huge investments in data to improve coverage and product strategy, which leads to brand habit. In this study tour stop, INMA will hear from the chief product and information officer, chief data officer, chief marketing officer, and managing editor about what is working and not working — and what's next for this paid content pioneer.

Cait O'Riordan Cait O'Riordan
Chief Product & Information Officer , Financial Times LinkedIn

Tom Betts Tom Betts
Chief Data Officer, Financial Times LinkedIn

Jon Slade Jon Slade
Chief Commercial Officer, Financial Times LinkedIn

Wednesday, April 18

INMA Media Subscriptions Summit

Reuters, 30 South Colonnade, Canary Wharf

Digital subscriptions represent the hottest subject in news media worldwide in 2018. In this two-day summit in London, INMA will bring together the best practices internationally in how to acquire and retain subscribers, how to benchmark success, how to reduce churn, and how to make your entire news operation responsible for subscription success.

8:30 a.m.

Registration and Welcome Breakfast

9:30 a.m.

Welcome to Media Subscriptions Summit

In this opening to the Media Subscriptions Summit, learn the context and back story to how this event came together – including the remarkable story of INMA members pioneering digital subscription paths on five continents and fundamentally changing their cultures in the process.

Earl J. Wilkinson Earl J. Wilkinson
Executive Director and CEO, INMA @earljwilkinsonLinkedIn

Robert Whitehead Robert Whitehead
Summit Moderator LinkedIn

Theme: The Emerging Membership and Subscription Economies

9:45 a.m.

Media Leaders: Move Your Mindset From Subscription to Membership

Subscription is about pricing. Membership is a mindset. Media organisations that focus on building long-term relationships create members who are more engaged, connected and profitable. Master strategies used by organisations like LinkedIn, Amazon, and Netflix to create a community readers will want to belong to. In this keynote presentation, learn how the lessons from fast-evolving membership organisations can be applied to media companies.

Robbie Kellman Baxter Robbie Kellman Baxter
Author, The Membership Economy @robbiebax Robbie Kellman Baxter

10:30 a.m.

The State of Digital Subscriptions for News Media

Digital subscriptions are sweeping news media worldwide: metered models, freemium models, hybrid models, and more. In this address from a former media executive researching digital subscriptions globally, learn about the broad trends, what is working and not working, and where the global best practices reside.

Grzegorz Piechota Grzegorz Piechota
Senior Research Fellow, University of Oxford @g_piechota Grzegorz Piechota LinkedIn

11:00 a.m.


Theme: Changing the Culture

11:30 a.m.

The Global Digital Subscription Game Plan: How New York Times Is Building Its Base

At 2.1 million digital subscribers for its core news product and another 400,000 for cooking and crossword puzzle apps, The New York Times is the most subscribed-to news brand in the world. Its publicly stated aspirations to get to 10 million subscribers would fundamentally change its business model. In this presentation, learn what’s next for the Times.

Charlotte Gordon Charlotte Gordon
Vice President, International Consumer Marketing, The New York Times Charlotte Gordon LinkedIn

12:00 noon

The Times and The Sunday Times: How a Paywall Promotes Radical Thinking

A benefit of being out of the “free world” since the introduction of the paywall in 2010 has been the ability to stick to what their subscribers say they want and what rich first-party data proves they want, rather than chasing the latest fashions in digital journalism. This has allowed The Times and The Sunday Times to do things others wouldn’t: dropping breaking news, publishing distinct editions on digital, pivoting away from video, keeping social networks at arm’s length. The rewards: they have grown their subscription base to more than 460,000 since 2010. 

Alan Hunter Alan Hunter
Head of Digital, The Times and The Sunday Times @alanhhunter Alan Hunter LinkedIn

12:30 p.m.

Q&A: Changing the Culture

12:45 p.m.


Theme: Where Data Points Us

2:00 p.m.

Boston Globe Media: Driving Value Through Consumer Data

The Boston Globe has been successful at growing its digital subscription business by deploying strategies based on a deep understanding of consumer behaviour. Web site visitor conversion, subscriber engagement through a portfolio of newsletters, and a tiered subscription pricing approach are just a few examples of where the Boston Globe has leveraged behavioural data to increase subscribers, revenue, and engagement.   

Peter Doucette Peter Doucette
Chief Consumer Revenue Officer, Boston Globe Media @pmdoucette Pete Doucette LinkedIn

2:30 p.m.

How Strong Journalism (and Live Data) Turned Into the Business Model for Amedia

Norway’s largest group of local community newspapers, Amedia, found the key to digital success at the very heart of its mission: a re-investment in strong local journalism worth paying for – with powerful, live data to back it up. By knowing what journalism triggers subscriptions (and which don’t), company executives have helped saved the business.

Pal Nedregotten Pål Nedregotten
Executive Vice President, Amedia @nedregotten PÃ¥l Nedregotten LinkedIn

3:00 p.m.

Q&A: Where the Data Points Us

3:15 p.m.


Theme: Pricing Strategies

3:45 p.m.

Politiken Hikes Price 400% and Is Still Growing Subscribers

Politiken has not made the complete turnaround yet, but is on a fruitful road. The Danish publisher increased prices and shifted from metered to freemium in December 2016. How did Politiken communicate to justify the price increase? How did customers react to the price increase? Learn how the company emphasised value to subscribers and communicate reader promises such as functionality, features, and services.

Astrid Jorgensen Astrid Jørgensen
Head of Sales and Marketing, Politiken Astrid Jorgensen LinkedIn

4:15 p.m.

How Fairfax Media Increased Value To and From Customers

Fairfax Media has evolved its pricing strategy to maximise revenue growth through a period of extreme disruption. Jess Ross shares the key learnings that reshaped its product strategy to address two very different price points and target markets.

Jess Ross Jess Ross
Chief Product Officer, Fairfax Media Jess Ross LinkedIn

4:45 p.m.

Q&A: Pricing Strategies

Theme: Newsroom Leadership

5:00 p.m.

Newsroom Culture Change and Plugging the Churn Gap at Dagens Nyheter

Dagens Nyheter is an international leader in the era of successfully managing and growing digital subscriptions, led by editors and plugging the churn gap. In this presentation, learn more about how editors are driving cultural change throughout the newsroom by owning digital subscriptions and introducing KPIs to all journalists. Meanwhile, learn the inside story of how the Swedish publisher plugged its churn gap with incredible business results.

Peter Wolodarski Peter Wolodarski
Editor-in-Chief, Dagens Nyheter @pwolodarski

5:30 p.m.

Empowering the Newsroom: How a Premium Strategy Changed Helsingin Sanomat

Helsingin Sanomat built a strategy to grow digital subscriptions by delivering metrics to their newsroom. These metrics coupled with content development based on verifiable information – built a growing subscription model.

Petteri Putkiranta Petteri Putkiranta
President, Helsingin Sanomat Petteri Putkiranta LinkedIn

6:00 p.m.

Q&A: Newsroom Leadership

6:15 p.m.

Takeaways of the Day

6:30 p.m.

Programme concludes

6:30 p.m.-7:30 p.m.

Cocktail Reception, Hosted by Facebook

Bringing together peers to share best practices and support great journalism and subscription initiatives is at the heart of how Facebook supports the news industry. In this cocktail reception sponsored by Facebook, interact with colleagues, make contacts with speakers and attendees, and find new ways to extend the value of the Media Subscriptions Summit long after the London event concludes.

Thursday, April 19

INMA Media Subscriptions Summit - Day 2

Reuters, 30 South Colonnade, Canary Wharf

The second day of the Media Subscriptions Summit at Reuters Canary Wharf will focus on personalisation, the new role of platforms like Facebook and Googke, how to start digital subscriptions, and what's next (including membership). Wrap the day up with a synthesis of stand-out moments from the Summit.

7:30 a.m.


8:00 a.m.-9:00 a.m.
Google News Consumer Insights

Pre-Summit Breakfast Google Masterclass

Join Google for a hands-on breakfast Masterclass briefing on News Consumer Insights, the new free dashboard built on top of Google Analytics that will help news organisations of all sizes understand and segment their audiences with a subscriptions strategy in mind. This will enable publishers to use data, analytics, and actionable insights to help build sustainable digital businesses.

Chris Jones Chris Jones
Audience Development Specialist, Online Partnerships Group, Google LinkedIn

9:30 a.m.

Welcome Back and Overview

Theme: Personalisation

9:45 a.m.

Aftenposten Working In All Fields to Achieve Next-Level Subscription Growth

Norway's Aftenposten has experienced a huge increase in the digital subscription base in recent years. By systematically working with different parts of the organisation such as sales, churn, analytics and data, the Schibsted brand has not only increased subscribers, it has increased profitability and personalisation, which are important drivers of future growth.

Siri Holstad Johannessen Siri Holstad Johannessen
Head of Sales and Marketing, Schibsted Media Group Siri Holstad Johannessen

10:15 a.m.

NZZ Increases Digital Conversion by 85% with Machine Learning and Culture

Switzerland's NZZ has developed and implemented machine learning algorithms to personalize the user experience of its news product as well as its paywall. Through its Dynamic PayGate, NZZ has successfully increased registrations (+60% year on year) as well as subscriptions via the paywall (+85% year on year). The Dynamic PayGate is run by a fully agile, cross-functional Digital Conversion Team ensuring fast experimentation and learning.

Steven Neubauer Steven Neubauer
Managing Director, NZZ @neubauersteven Steven Neubauer LinkedIn

10:45 a.m.

Q&A: Personalisation

11:00 a.m.


Theme: Platform Support

11:30 a.m.

Facebook's Holistic Approach to Supporting Publishers' Subscriptions Businesses

Across the customer journey, Facebook offers a variety of products and tools that can help build audiences, increase conversions, and drive engagement. As Facebook continues to work with publishers and invest in solutions for subscription publishers, this session will cover what's working, where it's going, and how to can get there in partnership with publishers.

Peter Elkins-Williams Peter Elkins-Williams
Global Media Partnerships - News, Facebook @pelkinswilliams Peter Elkins-Williams

12:00 noon

Inside Google's Efforts to Bolster Publisher Subscriptions

Google has become a partner with news publishers on making their digital subscriptions business work. In this session, learn more about the effectiveness of the efforts to date, the data behind the efforts, conditions, and the release schedule of new subscription-supporting features.

Luca Forlin Luca Forlin
Head of Partnerships, Play Books and Newsstand, Google Luca Forlin LinkedIn

12:30 p.m.

Own Your Destiny: How the FT's First-Click-Free Strategy Drove Subscriptions

Since last year, Google gave publishers the control to design their own First Click Free policy. What happens if you reduce the number of free articles from three to two to one ... to none? The Financial Times's formula is flexible sampling: free content allowance that is tailored to each user. In this session, learn how FT has done it, see results and hear the FT's recommendations.

Gadi Weiszlovits Lahav Gadi Weiszlovits Lahav
Head of Product, Financial Times @gadilahav Gadi Weiszlovits Lahav LinkedIn

1:00 p.m.

Q&A: Platform Support

1:15 p.m.


Theme: What's Next

2:15 p.m.

Starting from Scratch: Story of Print Newspaper That Gets 80% of Revenues from Online Subscriptions

A new daily newspaper in Slovakia, Dennik N, was established in 2015 and has turned profit by 2017 thanks to its focus on online subscriptions. It does not have a marketing department, the editor is responsible for subscription sales, and reporters' bonuses are based on conversion performance of their articles. Having won funding from Google Digital News Innovation Fund, the newspaper makes its subscription and marketing software available to other publishers for free as open-source.

Tom� Bella TomᚠBella
Head of Digital, Denník N Tom� Bella LinkedIn

2:45 p.m.

BILDplus: Finding a Subscription Model to Balance Advertising and Reader Revenue Streams

Since its launched in 2013, consumer paid content has been a growing part of BILD's monetisation strategy. With its freemium model, BILDplus has surpassed 380,000 paying subscribers — each delivering a much higher ARPU than a free user. In this presentation, learn how to balance advertising revenues and subscription revenues to create a sustainable business model.

Tobias Henning Tobias Henning
General Manager Premium, BILD Tobias Henning LinkedIn

3:15 p.m.


3:30 p.m.

The Economist Focuses on Marketing Effectiveness to Drive Volume Growth Profitably

The Economist is focusing its efforts on marketing effectiveness and driving profitable readership growth. From a sophisticated digital marketing mix, to TV, to innovative experiential activity, The Economist leverages insight and planning tools to guide marketing effectiveness. While ensuring the right mechanisms are in place from a customer experience perspective to retain newly acquired customers.

Marina Haydn Marina Haydn
Executive Vice President, Circulation and Retail Marketing, The Economist Marina Haydn LinkedIn

4:00 p.m.

From Subscriptions to Membership: Building The Wall Street Journal as a Membership for The Ambitious

Having driven their biggest growth ever, The Wall Street Journal is looking to the future: how machine learning is powering the paywall, optimisation as standard, and from ARPU to total customer value.

Suzi Watford Suzi Watford
Executive Vice President and Chief Marketing Officer, Wall Street Journal Suzi Watford LinkedIn

4:30 p.m.

Town Hall: Media Subscriptions

To conclude the Media Subscriptions Summit, afternoon speakers will come together on stage for a no-holds-barred open forum town hall meeting. Ask any questions not previously covered. The moderator may even flip the room and have speakers ask question of the audience. We want all attendees to go home with all questions answered.

5:15 p.m.

Takeaways of the Day and Summit Conclusions

5:30 p.m.

Summit Concludes

Summit Hosted by Reuters

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