A practical guide to acquiring and engaging new digital subscribers amid the attention recession, news avoidance, and economic uncertainty

Practical ideas

Smart segmentation


Attracting casual and out-of-market readers

What’s next in subscriber acquisition?

How to reach news avoiders? How to get more sign-ups through segmentation? How to expand to new markets? When and how to increase prices?

After four years of prosperity in digital subscriptions, we are entering a time of uncertainty. Many publishers see a slump in penetration of their Web sites and online engagement. Business leaders are worried about a slowdown in the economy and advertising. And we’re all worried about rising prices and inflation.

INMA benchmarks show that news publishers continued to convert new subscribers in high volumes despite declines in traffic. They also show a spike in cancellations, and that might herald a slow down in subscriptions.

At this just-in-time master class, we will gather the best minds in the news industry and discuss the ways forward: Where are we in the news subscription product lifecycle? Should we focus on growing the volumes or the revenue?

This master class is curated by INMA’s Researcher-In-Residence Greg Piechota who searches for new and inspiring case studies, and expert and evidence-based insights in the INMA global network and beyond.


Coming soon ...

Curated by

Greg Piechota

Greg Piechota

Readers First Initiative Lead
International News Media Association (INMA)


Is your digital subscription business in a growth or mature stage, and what strategies and tactics are the best now?

What can we do to grow our reach and engagement when the news cycle is up as it is expected to be in 2024?

What are the hottest distribution and acquisition channels and what are the best practices?

Is the decline in online advertising prices an opportunity to flood the space with our ads and grow the market share?

How to reach people overwhelmed and distressed by news?

How to cross ideological and political divisions to broaden the appeal of your journalism?

How to use bundling strategically and tactically to attract casual readers?

How to address more consumer needs than just news?

How to convert the audience we have at a higher rate? And what are the key acquisition benchmarks?

Which segments are more resilient and how to reach them?

How to use data better to target personalised offers?

Is this the right time to increase prices? And if so, how to manage risk of increased churn?

What are the best practices in registering readers? And what to do with those who registered?


Thursday, November 7

Module 1: How to acquire subscribers via big events

Click here for more information on this module

Tuesday, November 12

Module 2: Growth beyond high-demand subscribers

Click here for more information on this module

Thursday, November 14

Module 3: Pricing and paywall models that are working best for acquisition

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$495 for all four modules, inclusive of video recordings and presentations
  • Non-members: US$1,290, which includes one free year of INMA membership




Questions? Contact us

Tom Corbett

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

E-Mail me

Marni Drew

Head of North America Division
Tel.: +1 503 826 6664

E-Mail me

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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Bonnie Nolan

Events Manager
Tel.: +1 608 206 7812

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Madhavi Sekhri

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

E-Mail me