Tuesday, March 8

Business models for journalism

Supported by

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

Peter Bale 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.

Peter Bale, Newsroom Initiative Lead, INMA

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 Young 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.

Dominic Young, Founder,, United Kingdom

10:50 a.m.-11:20 a.m. (New York time)

How to define a premium strategy to drive and defend subscriptions

Miriyana Alexander 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.

Miriyana Alexander, Head of Premium, New Zealand Herald, NZME, New Zealand

11:20 a.m.-11:30 a.m. (New York time)

Earn more by getting your editors to do less

Sonali Verma 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.

Sonali Verma, Director, Business Development,, Canada

11:30 a.m.-11:55 a.m. (New York time)

What’s wrong with publishing business models

Tony Haile 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.

Tony Haile, Senior Director, Product, Twitter, United States

11:55 a.m.-12:25 p.m. (New York time)

Emerging business models and the rise of the individual as publisher

Hamish McKenzie 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.

Hamish McKenzie, Founder and CEO, Substack, United States

12:25 p.m.-12:30 p.m. (New York time)

Takeaways of the day

Tuesday, March 15

Module 2: Creating high-value journalism

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

Key themes for this module

  • How do we do more of the best and less of the rest?
  • Can quality be quantified, or do we just know it in our guts?
  • Turning your judgment and experience into powerful business tools

Today's classes

10:00 a.m.-10:15 a.m. (New York time)


10:15 a.m.-10:50 a.m. (New York time)

Trust has to be earned — and here’s how

Sally Lehrman 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.

Sally Lehrman, Chief Executive Officer, The Trust Project, United States

10:50 a.m.-11:25 a.m. (New York time)

How to do more of what works and less of what doesn’t

Chris Moran 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.

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

11:25 a.m.-11:40 a.m. (New York time)

Ukraine invasion and its implications for media, trust, and disinformation

Natalia Antelava 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.

Natalia Antelava, Co-Founder, Coda Media Inc., and Publisher,, Georgia

11:40 a.m.-12:15 p.m. (New York time)

Group discussion on trust, quality, and high-value reporting

Peter Bale moderates a panel of our speakers plus a couple of special guest experts to look at what we’ve learned about trust and quality and how to promote the high-value journalism we all want to see and ask whether readers really want it, too, and are prepared to pay for it.

12:15 p.m.-12:30 p.m. (New York time)

Takeaways of the day

Tuesday, March 22

Module 3: Impact and influence

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

Key themes for this module

  • How do editors take the rest of the business with them?
  • How to influence your own newsroom on business questions?
  • What do publishing CEOs want from their newsroom leaders?

Today's classes

10:00 a.m.-10:15 a.m. (New York time)


10:15 a.m.-10:50 a.m. (New York time)

Lessons from transforming a newsroom with artificial intelligence and freeing journalists to do what they do best

David Walmsley Lessons from transforming a newsroom with artificial intelligence and freeing journalists to do what they do best.

David Walmsley, Editor-in-Chief, The Globe and Mail, Canada

10:50 a.m.-11:30 a.m. (New York time)

Culture eats strategy for breakfast: recipes for newsrooms

Espen Egil Hansen 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.

Espen Egil Hansen, International Advisor, JP/Politiken, and Founder, Fyrr, Denmark

11:30 a.m.-12:15 p.m. (New York time)

Newsroom culture and how to get everyone moving in the right direction

Maribel Perez Wadsworth 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.

Maribel Perez Wadsworth, President, News, Gannett | USA Today Network, and Publisher, USA Today

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

Takeaways of the day and Master Class conclusions

Supported by

Questions? Contact us

Tom Corbett

Head of European Division
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Directora Regional Latinoamérica
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Event Manager
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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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