How newsrooms can better impact and influence the business of news

Lessons in leadership

Content economics

Digital reader engagement

Transforming newsroom cultures to lead, understand data, and engage readers

The increasing impact that newsrooms are having in delivering on business goals such as engagement and subscriptions is crystal clear in the work INMA is doing with its Newsroom Initiative.

In this Newsroom Leadership Master Class, we will marshal the brightest editorial and innovation minds in news media to elevate high-performance newsrooms: people and talent, applying content economics to editorial decisions, and how best to engage readers.

With a world-class faculty of global experts, this INMA master class will dive into solutions for some of the newsroom’s thorniest problems, like:

  • How to manage a newsroom in an economic downturn while continuing to professionally develop journalists, editors, and all personnel.
  • How to quantitatively understand the value of your news brand’s content, how to evaluate what content triggers what outcomes, and how to put processes in place to permanently evaluate.
  • What specific tactics drive reader engagement, ranging from thinking of journalism as a product to understanding what content generates responses such as converting casual readers into subscribers.



Christian Broughton

Managing Director
The Independent
United Kingdom

Magnus Cohen

Magnus Cohen

Deputy Head of Digital
The Times, The Sunday Times
United Kingdom

Soraiya Fuda

Soraiya Fuda

Head of Audience Development
News Corp

Doug Wills

Nicholas Johnston

United States

Carsten Knop

Carsten Knop

FAZ, Frankfurter Allgemeine Zeitung

Lucy Küng

Lucy Küng

Senior Research Fellow
Reuters Institute for the Study of Journalism

Pankaj Mishra

Pankaj Mishra

Factor Daily

Mette Østergaard

Mette Østergaard

Editor in Chief

Caitlin Petre

Caitlin Petre

Assistant Professor of Journalism & Media Studies
Rutgers University
United States

Hannah Sarney

Hannah Sarney

Head of Audience Engagement and Executive Editor
The Financial Times
United Kingdom

Sandy Schlosser

Sandy Schlosser

Search Strategist
USA Today Network
United States

Thomas Schultz-Homberg

Thomas Schultz-Homberg

Chief Executive Officer
KStA Media


Meeting and exceeding user expectations

Tools that promote trust promote engagement

Understanding what converts readers to subscribers

How to avoid a “counsel of despair” with climate change reporting

When reporting is urgent not activism

Managing a newsroom in a downturn

Tough decisions

Staff retention and development

Developing human capital in the newsroom

Superhuman journalists – what skills do they really need?

Protecting people and keeping them healthy


Thursday, December 1

Module 1: Lessons in leadership, goal-setting, and creating high-performance newsrooms

Click here for more information on this module

Thursday, December 8

Module 2: Content economics, content strategy, and value propositions

Click here for more information on this module

Thursday, December 15

Module 3: The newsroom’s evolving role in digital reader engagement

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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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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