Reports
INMA reports are global, strategic, relevant, and just-in-time. INMA members can log in and download reports for free.
Latest Reports
121 Results
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How News Publishers Can Capitalise On the Newsletter Economy
How news publishers can capitalise on the resurgence of newsletter popularity to increase engagement and drive subscriptions is the focus of this report. The report looks at the newsletter resurgence and what it means for news publishers while sharing case studies and best practices for newsletter strategies. Among the report's case studies are the Winnipeg Free Press, Canada; Funke Media Group and Badische Zeitung in Germany; Time Magazine and The Post and Courier in the United States; Turun Sanomat, Finland; Latinoamérica Piensa/Grupo Octubre, Argentina; Reach, United Kingdom; and Nine Metro Publishing in Australia.
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AI Guide and ChatGPT Promptbook for News Marketers
How news subscription marketers can use generative AI tools to save time, improve scalability, and increase the effectiveness of reader engagement is the focus of this report. This report dives into the capabilities of new AI tools, based on a review by INMA of the top 15 generative AI tools and in-depth testing of the top three of them. It also aims to be a practical guide for marketing teams, including examples of effective prompts, step-by-step instructions, and practical scenarios.
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How Newsrooms Succeed In Google Search
Demystifying Google's search "black box" and highlighting search best practices at leading newsrooms is the focus of this report. "How Newsrooms Succeed In Google Search" zeroes in on the state of Google search, elevates publisher issues about search across Google surfaces, punctuates concerns about the Discover product, and highlights Google objectives and roles in search. It relies on interviews with Google and major publishers on five continents: News Corp Australia, Gannett | USA Today Network, The Guardian, Infoglobo, and HT Media.
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How Automated Journalism Is Shaping the Future of News Media
How automation can accelerate and improve reporting and reshape media business models is the focus of this report. "How Automated Journalism Is Shaping the Future of News Media" covers understanding automated journalism and why it matters, making the case for automated news, using robots for revenue, and six ways to get started. Among the reports' case studies are NTM, Bergens Tidende, Stavanger Aftenblad, FVN, and RADAR.
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A Personalisation Primer for Media Companies
How to strategically assess and demystify the opportunities of personalisation on news media products is the focus of this report. "A Personalisation Primer for Media" seeks to answer key questions from members across the media organisation and those outside of the data team. The report covers evaluating the possible impact of personalisation in products, understanding KPIs, how to ramp up a personalization programme, and what you need to get started.
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Best Personalisaton Practices for News Media
As news publishers begin understanding how to better provide personalisation for customers, they can implement new practices that yield measurable results. Featuring examples and case studies from News Corp Australia, Aftenposten, Gannett, Bild, Mediahuis Netherlands, Schibsted, South China Morning Post, Yahoo, NZZ, Le Figaro, Financial Times, The Atlantic, The New York Times, and Sophi.io, this report draws readers deeper into the world of personalisation, giving detailed examples of what news media companies around the world have done.
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What Gen Z + Media Need From Each Other
How news media organisations can engage the next generation of readers by delivering the news they want, on the platforms they trust, is the focus of this report. Using six case studies from around the world, and drawing on research from the Reuters Institute, Pew Research Center, and Borrell Associates in the United States, this report looks at what companies are doing to connect with Gen Z, explains how it's working, and shares what they have planned to continue attracting this important audience segment.
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The Power and Promise of Print Advertising
How print advertising remains central in the marketing mix and how news media companies can leverage successful print strategies from around the globe is the focus of this report. Research backs up what revenues show: Despite misperception of print advertising's effectiveness, the ROI on print advertising works for advertisers, media companies, and audiences. "The Power and Promise of Print Advertising" distils lessons learned during INMA's Print Advertising Innovation Master Class in February, and covers the research, whether print is still attractive to advertisers, rethinking print, getting print on the radar of media buyers, and measuring print ads.
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The Opportunities and Blueprint of XR for Media
How news media organisations can start preparing now for extended reality (XR) to have the skill sets and tools necessary when readers reach mass adoption is the focus of this report. Based on INMA's six-part Master Class series, "How newsrooms can creatively use and report on XR," in partnership with Meta, the report provides a blueprint for news media companies to navigate the new "reality" landscape. The report covers setting the scene for XR, tools and technologies to get started, augmented reality (AR) for news, virtual reality (VR) for news, commercial opportunities of XR, and what the metaverse is.
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7 Steps to a Successful Media Product Process
How media products and features can be developed with both customers in mind and with respect for internal resources by following a simple process is the focus of this report. The seven-step process INMA has built for news media companies fuses together work from a mixture of sources, including interviews with more than 100 product executives from around the world.
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The Benefits and Risks of Media Data Democratisation
How media companies can drive data usage through democratisation is the focus of this report. The report distills the findings of the Audience Analytics Accelerator Latin America 2021, a joint programme by the Meta Journalism Project and INMA, in collaboration with the International Center For Journalists (ICFJ). The project aimed to explore how news media companies can transform their online business by helping them analyse and act on data in new and creative ways. The report sheds light on practical solutions publishers can use to drive data usage through democratisation.
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Exploring Blockchain's Potential to Transform Media
Potential opportunities and impacts of blockchain technologies on news media companies is the focus of this report. Aiming to bridge the broader blockchain world that is transforming other industries back to the news media industry, the report covers content rights management, democratising content creator revenue, redefining the media supply chain, enabling new monetisation options, optimising advertising revenue, and boosting audience engagement.
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Light Readers: Digital Subscriptions' Next Growth Path
Light readers represent the strongest growth path for subscription-mature news media companies, yet the audience segment described as "casual," "infrequent," and "picky" requires deeper study. This report reveals new patterns in reader revenue during the pandemic, the emergence of product and marketing tactics to attract light readers, insights into casual buyers across consumer industries, and a re-sizing of the subscription opportunity ahead.
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The Guide to Smart Data Strategy in Media
News media companies must unlock the value of data insights to strategically develop their subscription business and take full advantage of the pending phaseout of third-party cookies with advertising sales. This report looks at how media companies create data strategies, understand and leverage data, change their operations through data, use AI and ML to enhance efforts, and collaborate to harness the power of data.
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How Product Is Leading Media's New Growth Path
Product is the youngest department at news media companies but also one of the fastest growing. This report looks at what product is, how it has changed organisational structures, and what role it will play in the success of the news media industry of the future.
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The Growing Promise of B2B in Media's Reader Revenue Model
News media companies are expanding into potentially lucrative business-to-business (B2B) subscriptions. This report looks at the differences in consumer vs. B2B subscription strategies, steps to selling B2B subscriptions, and how news media companies are catering their subscription offers to corporations.
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Understanding Ad Tech and Its Challenges For News Publishers
Decoding the complex ad tech ecosystem, this report aims to educate publishers on the mechanics behind online display advertising, examine the surge in regulatory action that may re-set the table for ad tech, and discuss the interplay between privacy and competition.
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Subscription Pricing: From COVID Bump To Sustainable Revenue
The pandemic-driven subscription surge and the rise of segmented approaches to audience management are driving new urgency for sharper pricing strategies by media companies as markets emerge from the worst of COVID-19.
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The Engagement and Economic Promise of News Podcasts
The rise of news podcasts in the fast-emerging voice ecosystem and the possibilities behind monetisation for media companies are the key focuses behind this report. Explore the media podcast road map from ideation to creation to engagement to making money - punctuated by eight industry-leading case studies.
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How News Brands Are Rebuilding Trust
The reinvention of news media's business model can be significantly advanced by newsrooms that restore trust from audiences inundated by fake news and misinformation. This report from The Trust Project lays out a road map for newsrooms based on best practices that advance trust indicators.
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The Economics and Emotion of Reducing Print Days
How news media companies manage the sliding scale economics of print newspapers and execute the emotional balancing act of reducing print days is the focus of this report - notably the U.S. news industry's evolution from seven-day publishing to one- to three-day publishing. Building on case studies, the report looks at the keys behind successful day-of-week print reductions: mission, data, and communication.
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Content-to-Commerce Brings Revenue in Post-Advertising World
Pioneer publishers are launching content-to-commerce initiatives to create new sources of revenue growth. Content-to-commerce reduces the runway between consideration and purchase and offers new business model possibilities, fusing next-generation branding with content marketing, direct-to-consumer product, and e-commerce. INMA shares case studies on first-movers in the content-to-commerce space.
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Why Branded Content Fits This Advertising Moment
Branded content is a strong strategy for today's COVID-influenced market and for consumers influenced by viral videos, on-demand entertainment, and unique experiences. This report looks at branded content opportunities among U.S. news publishers, combined with international case studies that leverage storytelling, build awareness and brand loyalty, capitalise on influencers, and create conversion tactics.
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What a Pandemic Taught Media About Community Engagement
In the midst of a rapidly changing pandemic and upended workplaces, publishers created unprecedented ways to engage their communities. Innovating daily, news media companies around the world delivered what readers were looking for and shifted each time those needs shifted. Learn how 33 media companies in 14 countries engaged their communities through engaging content, educational content, outreach for and to advertisers, virtual events, philanthropy, and positive news during COVID.
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News Media's Pandemic Leadership Opportunities
The COVID-19 crisis has provided the management opportunity of a generation to accelerate a digital- and data-led growth strategy that otherwise was mired in cultural crosswinds. Learn how news publishers should navigate through today's pandemic environment by accelerating change through the chaos, what areas of the company to accelerate, broader opportunities for a post-pandemic future, and how publishers are embracing their change opportunities.
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The Potential Impact of Work-From-Home on Newsrooms
Up to six months into the COVID-influenced work-from-home phenomenon, newsroom managers are trying to determine what to do now, what to do in the next year, and what this crisis may do to the way newsroom employees work in the future. This report delves into how WFM is progressing in the United States and what employees need to effectively work from home as some media companies prepare to remain remote at least until the end of 2020. Might the shift be permanent? This report brings together research, experts, and case studies to shed a light on what leadership skills and remote guidance are needed in a work-from-home culture.
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The "New Abnormal" of Media Advertising
"The 'New Abnormal' of Media Advertising" mashes together long-term trends in advertising and the peculiar circumstances surrounding today's pandemic-fed lockdowns to project forward on what the next 18 months looks like for news media companies. Notably, the new report identifies advertising opportunities in the downturn. Punctuated by best-practice case studies, the report looks at recovery models and advertising forecasts, a platform-by-platform examination into what is expected to happen in advertising, and the challenges and opportunities that lie ahead for news publishers in 2020-2021.
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The Third-Party Cookie Trigger
The phaseout of third-party cookies by 2022 will fundamentally change the digital advertising ecosystem, forcing news media companies to accelerate first-party data strategies that redefine what makes advertising relevant to users. Shifting to a system based on a user's on-site content consumption habits will have a ripple effect on Web site registrations, the need to require logged-in users, and the likely embrace of universal IDs.
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News Subscriptions In the Age of Coronavirus
How news publishers navigate the unpredictable surge in traffic and subscription starts during the COVID-19 crisis is the focus of a new report by INMA. "News Subscriptions In the Age of Coronavirus," part of INMA's Readers First Initiative, seeks to identify key trends at work in the subscriptions space, examine the mechanisms behind both the growth in traffic and reader revenue, and highlight successful strategies from publishers worldwide.
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The Evolving Role of Newsrooms in the Reader Revenue Model
Journalism and its relationship to digital subscriptions are quickly replacing advertising as the key revenue drivers of news media companies worldwide. This report, which is part of INMA's Readers First Initiative, looks at the essential functions of a readers-first newsroom, why trust is key in reader revenue, what readers will pay for, and how news media leadership can guide this transition.
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How to Decode the Publisher-Platform Relationship
The relationship between news publishers and Big Tech platforms in rebuilding the business of journalism requires a new focus on solutions ranging from direct dialogue to collective bargaining to changes in the law. This report looks at publisher sentiments about platforms, the global legal and regulatory ecosystem for platforms, publisher-platform issues and potential solutions, and a potential publisher playbook.
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How News Media Wins in the Attention Economy
How publishers manage the emerging platform-influenced economics of attention to grow audience and revenue is the focus of "How News Media Wins In the Attention Economy." The report examines platform dependency, platform attention revenue, the value of attention, and the costs of acquiring and retaining attention.
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Audio Opportunities for News Media
The fusion of podcasts and smart speakers is fueling a rise in voice-based audience engagement and revenue opportunities at news media companies eager to solidify their value propositions. "Audio Opportunities for News Media" examines the current and short-term future opportunities of audio content.
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Nurturing Value for News Consumers
The news industry embrace of digital subscriptions and the need to reduce churn to maintain a growth path is driving publishers worldwide to re-think how they communicate core value propositions to ensure long-term relationships. In this report, learn why retention is key to a subscription strategy, why a lifetime relationship is the end game, how convenience and personalization are under-utilised components of value nurturing, how to pivot with data, and how to differentiate product via brand and segmentation.
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Unpacking the Reader-Subscriber-Lifetime Customer Journey
Improving subscriber retention and habitually engaging readers was the focus of the INMA Consumer Engagement Summit in November 2018 in Miami. In this report, learn more about key summit outcomes, which include subscriber onboarding, winning every visit, creating habits, building community, rewarding loyalty, paywall models, content that converts, newsletter best practices, getting newsrooms on board, and smart pricing.
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Stories Format: News Media's Next Social Opportunity
With the Stories format predicted by some to become more dominant on social platforms in the next year, this INMA report shows best practices in execution and which news companies are leading the way. The report looks at how to discover and capitalise on user-generated content, how to produce your own Stories, and how to optimise social platforms.
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How Newsletters Are Redefining Media Subscriptions
The rise of frequency as the key metric driving subscriber retention has ushered in a rapidly expanding era of e-mail newsletters at media companies. In this report, learn about some key best practices in newsletters from subject matter to style to volume and how best to surface a dense content ecosystem. Get pointers from experts and do a deeper dive with four companies immersing themselves in newsletter lessons.
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The Media Subscriptions Blueprint
The latest global trends and strategies behind optimising digital subscriptions point to a new value proposition for news brands, the data-fueled freemium model, and the eventual shift to a dynamic pay model. Adopting digital subscriptions is proving a culture galvaniser that works best with content written with an authentic voice. Newsrooms are crucial to growth, as is a focus on improving retention through engagement. This report is based on findings from the INMA Media Subscriptions Week April 16-19, 2018, in London.
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How the Connected Consumer Is Redefining News Media
The "always on" connectedness of consumers is changing value propositions and expectations of news media. In response, media companies are embracing a shift to "connected marketing" that is impacting the news brand experience and driving the need for personalisation and the reduction of friction points.
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News Media Outlook 2018: The New Economics of Content
As technology unhinges the gatekeeper ecosystem, the news media industry confronts its transformation with four unbending pillars: audience, brand, culture, and data. In "News Media Outlook 2018: The New Economics of Content," look across a global landscape at how innovative media companies are attacking value creation and pivoting off its pillars to smartly generate reader revenue and burrow deeply into the emerging economics of content.
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Native Advertising Trends in News Media
The rise of native advertising in news media's revenue mix is highlighted in a report based on a global survey of INMA members from late 2017, in cooperation with the Native Advertising Institute. While revenue expectations are up, publishers are struggling to sufficiently label native advertising. The report is based on a survey of 231 media executives in 51 countries.
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Monetising Audience Data: Media's New Business Model
News media companies are transforming their business model by fusing the smart use of data analytics with the emerging economics of content, subscriber acquisition and retention, and advertising sales - in digital and print. This report looks at the data-fueled economic shift in strategy, content, audience acquisition and retention, and advertising. Best practices at The New York Times, Newsday, NRC Media, and Independent News & Media are included.
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Artificial Intelligence: News Media's Next Urgent Investment
News media companies are employing the emerging field of Artificial Intelligence (AI) via predictive analytics, chat bots, natural language processing, machine learning, and personalisation. Creative use of AI allows for social media virality, target advertising, gender and age identification, sentiment analysis, robo-journalism, speech recognition, automated news briefings, recommendation engines, segmented content, and identifying the legitimacy of content. This report hones in on early best practices at the Washington Post, Financial Times, Schibsted, Mediacorp, Weather Channel, New York Times, Newsday, and Google, among others.
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Chat Apps and Bots: The Next Media Distribution Platform
Chat messaging and where news media companies intersect to grow quality audiences and attract younger readers is of growing importance. Global trends point to skyrocketing usage, and media companies are experimenting with text-based chat bots and voice-based chat assistants.
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Immersive Reality for News Media: VR, AR, and 360-Video
Virtual Reality, Augmented Reality, 360 video are all the buzz. The biggest media players have invested, and the products are gorgeous. But what does Immersive Reality mean for the news media industry? This report explores the audience and advertising opportunities for the short-term, while also diving into the research that offers clues to how media companies should respond to these immersive platforms.
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Native Advertising Trends 2016: The News Media Industry
Newspaper media are embracing native advertising as an important part of the revenue mix, all the while overcoming internal cultural hurdles and developing best practices. Publishers expect sharp increases in native advertising over the next two years. This report is based on a survey of 156 mostly newspaper media companies in 48 countries from July to September 2016.
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The Facebook-Media Relationship Status: It's Complicated
At the intersection of Facebook and news media sits a complex and intertwined relationship. In this report, INMA analyses Facebook and its related platforms and puts them in the broader context of how consumers use social media. The report explains how Facebook's algorithms work, surveys publishers about their relationship with Facebook, and explores strategies to use Facebook to engage readers and generate advertising revenue.
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Big Data for Media 2.0: Going Data-First
Shifting from the tactics of next-generation data analytics to converting corporate cultures to being data-first is the emerging great challenge for media companies battling for consumer and advertiser relevance.
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Evaluating Distributed Content in the News Media Ecosystem
The rapid rise of mobile and social networks has spawned a mad rush by media companies to distribute content on platforms other than their own, yet whether to distribute and where to distribute depend on the publisher's objectives and context.
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News Media Outlook 2016: The Dimension Behind the Façade
After seven years of adding new functionality to fast-transitioning media companies, the year ahead will be focused on back-filling and optimising those competencies, according to "News Media Outlook 2016: The Dimension Behind the Façade."