10:00 a.m.-12:30 p.m.
(New York time)
Key themes for this module
- What are the implications for newsrooms of emerging business models?
- What are the models to generate reader revenue — not just subscriptions?
- Who’s got the model or models right?
Today's classes
10:00 a.m.-10:15 a.m. (New York time)
Introduction: Putting newsrooms into the news business
Join the first-ever endeavour emanating from INMA’s new Newsroom Initiative, led by Peter Bale, an experienced news media industry leader with a history of
creating and running consumer products for major groups worldwide. In this introduction, learn more about the Newsroom Initiative's objectives
and what top newsroom leaders told INMA that led to the initiative and this Master Class.
10:15 a.m.-10:50 a.m. (New York time)
Putting a value on original content and how to put it at the core of your business
Dominic has a long career defending the principle that original content has inherent value and should not be given away. He’s turned
decades of experience with News Corp into a start-up, Axate, dedicated to putting a value on content. He’ll talk about business models in general.
10:50 a.m.-11:20 a.m. (New York time)
How to define a premium strategy to drive and defend subscriptions
The New Zealand Herald has driven what some see as a model strategy for premium content with a
movable premium layer to encourage new subscriptions but also increase the value proposition for
existing subscribers.
11:20 a.m.-11:30 a.m. (New York time)
Earn more by getting your editors to do less
It’s easy to alienate your newsroom when “data-driven” means more work for them. But Canada’s leading newspaper, The Globe and Mail, figured out how to use artificial intelligence and machine learning to reduce their editors’ workload – and generate more revenue to plough back into funding world-class journalism. Now, this technology is being used by publishers on five continents.
11:30 a.m.-11:55 a.m. (New York time)
What’s wrong with publishing business models
Tony is one of the most vigorous thinkers in content and created Scroll, later sold to Twitter, to fulfill his ambitions to create a new model for subscriptions across a range of publishers and content types. The former CEO of Chartbeat, Tony isn’t afraid to call out faults in our assumptions about publishing.
11:55 a.m.-12:25 p.m. (New York time)
Emerging business models and the rise of the individual as publisher
Hamish is one of the freshest thinkers in the industry about the value of journalism and how to create demand for it and new models to pay for it.
He’s a founder of Substack but will talk more broadly about the emerging business models, as well as how individuals are finding their own way.
Sally has led a worldwide drive to restore and promote trust in journalism and created the Trust Project as a pragmatic way to encourage publishers to engage with audiences and do the work it takes to be trusted.
Chris has led an innovative project to maximise high-value content on the Guardian in ways that have
increased engagement, trust, and the perception of value among readers and the newsroom. 
Natalia runs the leading long-form investigation site CodaStory with deep expertise on Ukraine and
reporting on the post-Communist former Soviet Union. A former BBC journalist, she’s covered stories
including the shooting down of Malaysian Airlines MH-17 by Russian separatists over Ukraine.
Lessons from transforming a newsroom with artificial intelligence and freeing journalists to do what they do best.
Espen has led major Nordic news organisations and developed an industry-leading approach to editorial
influence in the newsroom and to the rest of the business, he says culture is the critical factor
in success or failure.
Maribel runs one of the biggest news organisations in the world and knows that its beating heart is the newsroom: she’s got strong views on how to unlock the power of journalism and align the value of content to business goals.