10:00 a.m.-12:30 p.m.
(New York time)

Master Class moderator

Greg Piechota, Researcher-in-Residence and Lead, Readers First Initiative, INMA

In this module, we will discuss the following:

• How best to measure quality of engagement? Which metrics hold value for the newsroom, marketing and product?
• How to strategize around reader journeys — acquisition, activation, maintaining engagement and preventing disengagement?
• How to attract and engage underrepresented segments, such as women or young adults?

10:00 a.m.-10:20 a.m.

Welcome, introduction and briefing on the state of reader engagement management

Greg Piechota, Researcher-in-Residence and Lead, Readers First Initiative, INMA

10:20 a.m.-11:00 a.m.

Preventative retention: Ditch the funnel metaphor and embrace a novel concept of the engagement tornado

Ruby Allen, Director of Subscriber Retention, Lee Enterprises, United States

11:00 a.m.-11:40 a.m.

“Let’s get ready to double!”: Tie engagement strategy, metrics and organisation

Jens Pettersson, Chief Digital Reader Revenue Officer, Norrköpings Tidningars Media, Sweden

11:40 a.m.-12:20 p.m.

The case for EqualVoice: Measure and engage underrepresented audiences with news

Lea Eberle, Project Manager, Ringier, Switzerland

12:20 p.m.-12:30 p.m.

Summary and Takeaways

10:00 a.m.-12:30 p.m.
(New York time)

In this module, we will discuss the following:

• How to segment our audiences based on their engagement? And how to act on this segmentation?
• How to identify and discover new opportunities in audience development?

10:00 a.m.-10:10 a.m.

Introduction

Greg Piechota, Researcher-in-Residence and Lead, Readers First Initiative, INMA

10:10 a.m.-10:50 a.m.

Putting the reader first: Engage audiences with big news stories

Chris Moran, Head of Editorial Innovation, The Guardian, United Kingdom

10:50 a.m.-11:30 a.m.

Mini-publishing teams in action: Develop audiences segment by segment

Philipp Ostropp, Head of Product Development, Lensing Media, Germany

11:30 a.m.-11:40 a.m.

Engagement insights and benchmarks across the marketing funnel

Patrick Appel, Director of Research, Piano, United States

11:40 a.m.-12:20 p.m.

Ask Me Anything: Q&A on the engagement best practices from the INMA network

Curated by Greg Piechota, Researcher-in-Residence and Lead, Readers First Initiative, INMA

12:20 p.m.-12:40 p.m.

Summary and Takeaways

10:00 a.m.-12:30 p.m.
(New York time)

In this module, we will discuss the following:

• How to plan the next best actions for readers depending on their stage in the journey? What tactics can be automated? What tools are required?
• What are the current best practices in engagement through e-mail, social media and paid channels?

10:00 a.m.-10:05 a.m.

Introduction

Greg Piechota, Researcher-in-Residence and Lead, Readers First Initiative, INMA

10:05 a.m.-10:40 a.m.

Forming habit: Design and manage online reader journeys

Brianne Kennedy, Associate Director, Engagement Marketing, The Wall Street Journal, United States

10:40 a.m.-11:15 a.m.

Focus on loyalty: Grow audience pockets around traditional sections

Nandagopal Rajan, Editor New Media and Head of Subscriptions, The Indian Express, India

11:15 a.m.-11:50 a.m.

Mastering channels: Engage readers through social networks

Alessio Balbi, Editor of Content Hub, GEDI Gruppo Editoriale, Italy

Daria Bernardoni, Head of Social Media Innovation, GEDI Gruppo Editoriale, Italy

11:50 a.m.-12:25 p.m.

Mastering channels: Engage readers through e-mail

Dan Petty, Digital Director of Audience Development, MediaNews Group, United States

12:25 p.m.-12:30 p.m.

Summary and Takeaways