How to find, engage, and keep news audiences in the post-pandemic world

Check new engagement metrics

Act on segmentation

Orchestrate reader journeys

Personalise content and experiences

A practical event for readers-first editorial, marketing, and product professionals

The news business thrives and dies with audience engagement. Direct, known and habitual visitors generate most reader and advertising revenue.

Last year, as the world faced the COVID pandemic, publishers saw unprecedented spikes in demand for news content and for subscriptions.

This year is different: growth comes with effort, mastery of data and marketing technologies, and innovation around content and experience.

At this master class, we are collecting the best practices and gathering advice on how to engage audiences in the post-COVID world.


Coming soon ...


Smarter engagement metrics
The leading news publishers are shifting from page views to dwell time, or scores that contextualise content use.

New engagement frameworks
Editors and marketers are ditching funnels for flywheels, or new frameworks such as tornadoes, and building reader habits before they subscribe.

Mastering data and marketing technology
Publishers are acting more on segmentation and getting sophisticated in orchestrating readers’ journeys — from unknown to known, from one-and-dones to fanatics.

Rise of personalisation
Engagement teams are tailoring next best actions to readers’ interests or stages in the journey — personalising content recommendations and marketing offers.

New audiences development
Publishers are increasing representation in the coverage to attract women or young adults to their core products, while they are launching new products catering to segments only.

New approaches to off-platform engagement
News media redefine their strategies to engage audiences through social media, search, and paid channels.


Thursday, December 1

Module 1: Get new subscribers up to speed

Click here for more information on this module

Thursday, December 8

Module 2: Reimagine engagement loops

Click here for more information on this module

Thursday, December 15

Module 3: Brace for the cancellation

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




Questions? Contact us

Tom Corbett

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

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Laura Gallagher

Event Manager
Tel.: +1 407 637-6770

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Ana Gutierrez

Directora Regional Latinoamérica
Tel.: +503 7986 7383

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Doreen Mbaya

Head of Africa Division
Tel.: +254 721 541 025

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Madhavi Sekhri

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

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