In this signature workshop, INMA will arm you with the latest research, case studies, and practical advice on how to succeed in reader revenue. We bill this workshop as: “everything you always wanted to know about paywalls (but had no one to ask).” We will cover: strategy, marketing, editorial, technology, and management aspects of your paid content initiative. We packed all of it in just a four hours-long executive experience: a briefing from digital subscription veterans plus an Ask-Me-Anything session during which you can nail details with world-class experts in an interactive environment. The workshop is hosted by Grzegorz “Greg” Piechota, Researcher-In-Residence at INMA and a fellow of Harvard and Oxford universities, who has been studying the rise of paywalls all over the world.

Due to the number of RSVPs for this added value event, the Newcomers Workshop will be held at Skyddsrummet, Söder Mälarstrand 25, Stockholm. Skyddsrummet is only 950 meters (13-minute walk) from the Hilton Stockholm Slussen. It is a pleasant walk along the waterfront. Google Map directions from Hilton can be found here.

Registration and Welcome Coffee

Pick up your registration credentials and meet fellow participants and speakers of the Newcomers Workshop.

Executive Briefing: How to Start Charging for Content?

Skyddsrummet, Söder Mälarstrand 25, Stockholm Directions from Hilton

Let INMA walk you through the fundamentals of reader revenue strategies: Why subscriptions? Who is most likely to pay? What will they pay for? How to make them pay? How to keep them paying? Let us help you make informed decisions: How to choose a paywall model that is right for you? How to minimise the risk of losing advertising revenue? How to select a team and plan a paywall project?

During the workshop, we will cover these topics:

• A business case for reader revenue: Why subscriptions? Why now? What’s the opportunity?
• Breaking down paywalls: What are the pros and cons of each model? How to choose a model that fits the publisher’s customers and objectives?
• Paying news readers: Who is most likely to pay? How best to identify and research them?
• New value propositions: What do people actually want to pay for? What benefits to offer?
• Paying news reader journey: How to acquire and retain customers? How to nurture and demonstrate value?
• New paywall project: How to choose a team, define a scope and plan resources needed to succeed? How to measure performance?
• Top reasons to fail: What does it actually take to succeed? How to avoid common mistakes? How to minimise the risks?

Speakers:

Yasmin Namini
Digital Media Consultant and Advisor LinkedIn

Trevor Kaufman
Chief Executive Officer, Piano @TrevorNYTrevor Kaufman

Tomáš Bella
Head of Digital, Dennik N @kvasinkaLinkedIn

Tomás García Morán
Digital Strategy Director, La Voz de Galicia @tomasgmoranTomás García Morán

Moderator:

Grzegorz (Greg) Piechota
Researcher-In-Residence, INMA@g_piechotaGrzegorz (Greg) Piechota LinkedIn

Coffee Break

World Cafe Session With Experts: Ask Me Anything

Skyddsrummet, Söder Mälarstrand 25, Stockholm Directions from Hilton

Preparing the organisation for digital subscriptions may feel complex and difficult: let INMA help you figure out major elements of a successful launch. In this interactive session, we will gather world-class experts and let you ask any detailed question about data and analytics, engagement and retention, technology and payments, organisation and transformation, promotional campaign and pricing. Make the best use of INMA network and get access to a million-dollar-worth of knowledge and experience.

What is the World Cafe Session’s format about?

• You meet six experts in five key topics, sitting at six tables, happy to take five rounds of simultaneous Q&A sessions.
• Choose any table and ask the host any question. After 15 minutes move on to another table and another host. By the end of the session you will meet five experts and discuss five topics.

Among topics are data analytics, engagement and retention, promotional campaigns and pricing, technology and payments, and organisation/transformation.

Confirmed experts:

Tomáš Bella
Head of Digital, Dennik N @kvasinkaLinkedIn

Tomás García Morán
Digital Strategy Director, La Voz de Galicia @tomasgmoranTomás García Morán

Trevor Kaufman
Chief Executive Officer, Piano @TrevorNYTrevor Kaufman

Yasmin Namini
Digital Media Consultant and Advisor LinkedIn

Jess Ross
Chief Product Officer, Fairfax Media Jess Ross LinkedIn

Robert Whitehead
Board Member, McPherson Media Group@robertwhitehead Robert Whitehead LinkedIn