Since 2020, Google, FT Strategies, and INMA organise an ambitious and intensive eight-month programme that addresses every step of the digital subscriptions process, from discovery to conversion to retention.
The programme is designed to strengthen and accelerate growth of the subscription businesses and help publishers deliver customised plans such as optimising the sales funnel and developing new monetisation strategies.
The 2022 programme attracted applicants from publishers in 22 European countries. The eight participants selected following a rigorous selection process were:
The selection panel focused on ensuring the final cohort of eight publishers represented a broad cross-section of the industry: a mix of local, regional, and national focus; a range of sizes of publisher; and participants at different stages of their subscriptions journey.
The programme engaged the selected group of eight European publishers in a journey that helped them accelerate their reader revenue growth.
The programme drew on the expertise of each of its delivery partners: expertise from INMA’s Readers First Initiative, the analytical tools developed by GNI, and FT Strategies consulting on the “North Star” methodology used by the Financial Times to acquire more than one million digital subscribers.
The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue. The INMA community consists of nearly 20,000 members at 900+ news media companies in 83 countries. INMA is the news media industry’s foremost ideas-sharing network with members connected via conferences, reports, Webinars, virtual meetings, an unparalleled archive of best practises, and strategic initiatives focused on digital subscriptions, smart data, product, advertising, and newsrooms.
The Subscriptions Academy is a part of the Google News Initiative’s (GNI) Digital Growth Programme, which was created to provide European news publishers with training and other resources to grow their digital business. The Google News Initiative represents Google’s largest-ever effort to help journalism thrive in the digital age. Through its partnerships, programs and products, the Google News Initiative works with thousands of organisations worldwide to support quality independent journalism, financial sustainability, and development of new technologies that drive innovation. Google allocated US$300 million over three years to energise these collaborations, and to lay the foundation for new products and programs for a diverse set of news publishers, to benefit the entire ecosystem. This includes supporting thought leadership on topics like consumer revenue, advertising, and data that are critical to the future of the news industry.
FT Strategies is the digital growth consultancy from the Financial Times, providing the expert insight, integrity and consulting excellence required to transform its clients’ future based on real world, first-hand experience. FT Strategies empowers your ambitions by delivering a sustainable growth strategy, built upon leading-edge capabilities that improve your customer engagement, retention, revenues and profit. Staffed by the experts who successfully transformed the FT’s business model in the face of disruption, FT Strategies works with other organisations worldwide from a wide range of sectors, helping them grow their digital revenue, increase customer engagement and future-proof their businesses. The firm has deep expertise in reader revenue, customer engagement, and analytics, enabling companies to build profitable digital relationships with their audiences, thrive in the new digital economy, and future-proof their business.