Newcomers Workshop

Everything You Always Wanted to Know About Paywalls (But Had No One to Ask)

About the Workshop

Join this workshop only if you are considering launching a paywall in the next 12 to 24 months. Today, one-third of nationwide news outlets in 33 Western markets have already started to charge for online content. Learn from their successes and failures to save money, time, and effort of your news organisation.

In this INMA signature workshop, we are going to arm you and your team with the latest research, case studies, and practical advice on how to succeed in reader revenue. We will cover: strategy, marketing, editorial, technology, and management aspects of your paid content initiative. We packed all of it in just a four hours-long executive experience: a briefing from digital subscription veterans plus an Ask-Me-Anything session during which you can nail details with world-class experts.

The workshop is hosted by Grzegorz “Greg” Piechota, Researcher-In-Residence at INMA and a fellow of Harvard and Oxford universities, who has been studying the rise of paywalls all over the world.

Wednesday, 20 March


Executive Briefing: How to Start Charging for Content?

Let INMA walk you through the fundamentals of reader revenue strategies: Why subscriptions? Who is most likely to pay? What will they pay for? How to make them pay? How to keep them paying? Let us help you make informed decisions: How to choose a paywall model that is right for you? How to minimise the risk of losing advertising revenue? How to select a team and plan a paywall project?

During the workshop, we will cover these topics:

  • A business case for reader revenue: Why subscriptions? Why now? What’s the opportunity?
  • Breaking down paywalls: What are the pros and cons of each model? How to choose a model that fits the publisher’s customers and objectives?
  • Paying news readers: Who is most likely to pay? How best to identify and research them?
  • New value propositions: What do people actually want to pay for? What benefits to offer?
  • Paying news reader journey: How to acquire and retain customers? How to nurture and demonstrate value?
  • New paywall project: How to choose a team, define a scope and plan resources needed to succeed? How to measure performance?
  • Top reasons to fail: What does it actually take to succeed? How to avoid common mistakes? How to minimise the risks?

Tomáš Bella Tomáš Bella
Head of Digital, Dennik N @kvasinkaLinkedIn

Yasmin Namini Yasmin Namini
Coach, Facebook Local News Subscriptions Accelerator LinkedIn

Grzegorz (Greg) Piechota Grzegorz (Greg) Piechota
Researcher-In-Residence, INMA@g_piechotaGrzegorz (Greg) Piechota LinkedIn


Coffee Break


World Cafe Session With Experts: Ask Me Anything

Preparing the organisation for digital subscriptions may feel complex and difficult: let INMA help you figure out major elements of a successful launch. In this interactive session, we will gather world-class experts and let you ask any detailed question about data and analytics, engagement and retention, technology and payments, organisation and transformation, promotional campaign and pricing. Make the best use of INMA network and get access to a million-dollar-worth of knowledge and experience.

What the World Cafe Session’s format is about?

  • You meet five experts in five key topics, sitting at five tables, happy to take five rounds of simultaneous Q&A sessions.
  • Choose any table and ask the host any question. After 15 minutes move on to another table and another host — by the end of the session you will meet all five experts and discuss all five topics.

Among likely topics are data analytics, engagement and retention, promotional campaigns and pricing, technology and payments, and organization/transformation.