The insider's guide to reader revenue: years of INMA research and members' expertise distilled into a three-module master class on launching a digital subscription initiative, acquiring readers, and maximising profits

Paywall models: pros and cons

Premium content that sells

Subscriber journey from acquisition to retention

KPIs and benchmarks

Everything you ever wanted to know about starting your digital subscription journey — meet the world's best experts, dare to ask anything

Digital reader revenue is a path proven by the world's greatest news brands. It is the source of their competitive advantage at a time when advertising spend slows down in digital and in print, and print circulation dwindles.

Come along with INMA's industry-leading membership network learnings for this best-in-class look at what the transformation to reader revenue means, your real value proposition, news customer lifetime value, organising for growth and managing change, preparing stakeholders for launch, and the launch’s anatomy.

This exclusive Master Class is curated and moderated by INMA Researcher-In-Residence Greg Piechota, one of the world’s leading experts in reader revenue, an ex-Harvard and Oxford fellow, and a co-author of Unlocking the Customer Value Chain.


From content factories to journalism as a service
What the transformation to consumer revenue is really about? The guide for CEOs, marketing directors, and editors-in-chief.

Premium content and user experience
What value proposition readers pay for and why? Research and templates for internal workshops.

Maximising the news customer lifestyle value
How to speed acquisition, delay churn and grow revenue? Best practices in acquisition and retention.

Managing change and organising for growth
How to focus and mobilise teams and resources to deliver a breakthrough? Tested frameworks and workflows.

Priming the market
How to prepare customers, employees, owners and other stakeholders for the launch? Paywall launch communication secrets.

Anatomy of the launch
Step-by-step guide to the launch of a new subscription or membership product based on real life case studies.


Sarah Barth

Sarah Barth

Senior Conversion Manager
Funke Digital

Gabriela Bolognese

Gabriela Bolognese

Chief Digital Officer
Unidad Editorial

Katia Debusschere

Katia Debusschere

Manager Acquisition & Conversion

Ned Desmond

Ned Desmond

Chief Operations Officer
TechCrunch and Engadget

Germ´n Frassa

Germán Frassa

Director, Digital Products & Audience Development
Unidad Editorial

Espen Egil Hansen

Espen Egil Hansen

Former Editor-in-Chief and CEO
Aftenposten (Schibsted)

Ben Lappin

Ben Lappin

Director, Retention & CX
The Guardian

Grzegorz (Greg) Piechota

Grzegorz (Greg) Piechota


Supported by


Tuesday, August 4

Module 1: Paywall models, premium content, best practices in subscriber engagement

Click here for more information on this module

Thursday, August 11

Module 2: Customer journeys, best practices in subscriber acquisition, KPIs and benchmarks

Click here for more information on this module

Tuesday, August 18

Module 3: Subscriber experiences and flows, launch tips and tricks, best practices in retention

Click here for more information on this module


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

Questions? Contact us

Katy King

Event Manager
Tel.: +1 972 787-8167

E-Mail me

Tom Corbett

Head of European Division
Tel.: +32 486 37 13 36

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Madhavi Sekhri

Head - South Asia Division
Tel.: +91 99716 00632

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Ana Gutierrez

Directora Regional Latinoamérica
Tel.: +503 7986 7383

E-Mail me