10:00 a.m.-12:30 p.m.
(New York time)

About today's module

This module dissects the modern subscriber acquisition funnel in the age of AI. We'll explore the evolving role of different channels, from the decline of social media to the rise of AI-powered search and other emerging platforms. We’ll benchmark them against the platforms in control of publishers, such as their own Web sites, apps, email, Webinars, and more. Understanding and optimising acquisition channels is crucial for filling the top of your subscription funnel with high-quality leads.

10:00 a.m.-10:05 a.m. (New York time)
Welcome and introductions

This brief session introduces the master class themes, previews the expert faculty, and establishes the core questions that will guide our exploration of modern subscription acquisition strategies.

10:05 a.m.-10:20 a.m. (New York time)
Executive briefing: Mapping subscription success in the algorithmic era of media

Drawing from comprehensive performance data of 243 news brands and in-depth analysis of the top 50 subscription publishers, INMA’s researcher-in-residence Greg Piechota maps the evolving landscape of digital subscriptions. The presentation dissects key conversion points along the reader journey, examines shifting engagement patterns, and identifies emerging challenges and opportunities for news publishers.

Greg Piechota, Lead, INMA Readers First Initiative, United Kingdom


10:20 a.m.-11:00 a.m. (New York time)
The Numbers to Narrative framework: A data-driven approach to content-led growth in subscriptions

This presentation examines how newsrooms and marketing teams can collaborate through a systematic content marketing framework. Using real-world examples from News Corp Australia and other publishers, Brendan Collogan explores methods for identifying high-performing content patterns, mapping their relationship to conversions, and developing distribution strategies that amplify their impact. The Numbers to Narrative methodology demonstrates how data intelligence can enhance both editorial decision-making and subscriber acquisition.

Brendan Collogan, Managing Partner & Head of Innovation Incubation, Three Are One & News Corp. Australia


11:00 a.m.-11:40 a.m. (New York time)
Becoming platform independent: Le Devoir's path to autonomous subscriber growth

This presentation examines Le Devoir's strategic pivot following Meta's exit from Canadian news distribution, demonstrating how publishers can thrive independent of social platforms. Through detailed analysis of their multichannel response strategy, traffic patterns, and conversion metrics, Marianne Gélinas shares the incredible story of how they transformed a potential crisis into an opportunity — achieving growth in online engagement and subscriptions.

Marianne Gélinas, Director of Marketing and Business Intelligence, Le Devoir, Canada


11:40 a.m.-12:20 p.m. (New York time)
Engineering profitable growth: The art and science of paid digital marketing at Condé Nast

Drawing from expertise at Condé Nast magazines and The Wall Street Journal, this session examines the strategic framework for scaling subscriber acquisition through paid channels while maintaining profitable unit economics. Madison Tucker reveals full-funnel marketing approaches across premium publishing brands, exploring how to balance acquisition costs against lifetime value, optimise channel mix, and create sustainable growth engines that support long-term monetization goals.

Madison Tucker, Associate Director, Paid Digital Marketing, Condé Nast, United States


12:20 p.m.-12:30 p.m. (New York time)
Takeaways of the day

This synthesis will provide you with actionable takeaways for evaluating and enhancing your current acquisition channels, along with clear next steps for implementation.

10:00 a.m.-12:30 p.m.
(New York time)

About today's module

This module centres on crafting compelling subscription offers that not only attract new subscribers but also set the stage for long-term retention. We will analyse various offer structures, from trials to long-term contracts, and discuss how to leverage AI to tailor offers to different audience segments. In a competitive landscape, compelling offers are essential for attracting and retaining subscribers.

10:00 a.m.-10:05 a.m. (New York time)
Welcome back and introduction

This session sets the context for harmonising targeting, pricing and user experience, and introduces expert speakers who will share proven approaches to optimisation.

10:05 a.m. - 10:50 a.m. (New York time)
Intelligent paywalls: The evolution of AI-driven paywalls at Times Internet

Through an in-depth examination of Times Internet's AI-powered paywall system, this presentation explores how intelligent access control can dramatically improve conversion rates. Puneet Kukreja analyses their move beyond binary restrictions — free vs. paid — to create dynamic subscription opportunities, resulting in a lift in monetisation and measurable returns on investment in technology.

Puneet Kukreja, Vice-President, Product and Reader Revenue, Times Internet, India


10:50 a.m. - 11:05 a.m. (New York time)
Chargebee’s commerce playbook: Acquiring subscribers without engineering efforts

The shift from advertising to subscription models challenges publishers to demonstrate value for previously free content. Success requires strategic pricing, enhanced digital experiences, and flexible purchasing options that meet modern consumer expectations. In this session, Sven Muller explores how to implement and test agile subscription features - all while minimising technical complexity.

Sven Muller, Senior Solution Consultant EMEA, Chargebee, Netherlands


11:05 a.m. - 11:45 a.m. (New York time)
Power of a cliffhanger: Re-imagining paywall design for higher conversions at Ringier

This presentation examines Blick's innovative “Cliffhanger” registration and paywall tactic, which achieved higher conversion rates through smart content teasing. Through detailed A/B testing results, Laurene Chevalier reveals practical insights into paywall placement optimisation, the role of human-crafted teasers versus AI, and how different user segments respond to various offer presentations.

Laurene Chevalier, Head of Digital Subscriptions, Blick, Ringier Medien Schweiz, Switzerland


11:45 a.m. - 12:25 p.m. (New York time)
Driving growth through multi-level optimisation: Smart targeting, pricing and frictionless flows at The Philadelphia Inquirer

This session unpacks The Philadelphia Inquirer's comprehensive approach to subscriber acquisition, combining AI-powered targeting, strategic pricing ($1 for 6 months trials), and optimised checkout flows. Darya Ushakova will discuss how they balanced aggressive introductory offers with engagement tactics for retention, while using dynamic metering to maximise conversion opportunities, and improved buying experience on mobile.

Darya Ushakova, Senior Vice-President, Consumer Marketing, The Philadelphia Inquirer, United States


12:25 p.m.-12:30 p.m. (New York time)
Takeaways of the day

Drawing together insights from dynamic paywalls to pricing strategies and conversion optimisation, we'll distil key principles for crafting high-performing subscription offers.

10:00 a.m.-12:30 p.m.
(New York time)

About today's module

This module explores strategies for expanding the subscription value proposition beyond core news content. We will examine the integration of new product features, non-news content verticals, multimedia offerings, and we’ll discuss what strategic partnerships may be necessary for reaching segments with diverse user needs. To maximise market share and thrive in the long term, news publishers need to provide the new prospect subscribers with relevant and ongoing value.

10:00 a.m.-10:05 a.m. (New York time)
Welcome back and introductions

We set the stage for a case study-driven look at subscriber value-enhancing benefits and partnerships.

10:10 a.m. - 10:50 a.m. (New York time)
Beyond news: How The Telegraph turned puzzles into a subscription growth engine

This session reveals how The Telegraph transformed its century-old puzzles tradition into a modern subscription success story, achieving subscriber growth and a higher retention rate than news products. Jo Coughlin examines their strategy for bridging print and digital experiences, expanding audience reach through gamification, and using non-news content to attract new subscriber segments.

Jo Coughlin, General Manager, New Products, Telegraph Media Group, United Kingdom


10:50 a.m. - 11:05 a.m. (New York time)
AI-Powered Subscriber Acquisition: Transforming Engagement Through Intelligent Paywalls

In an era where readers demand more personalized experiences, static paywall models fall short. Discover how publishers are using AI-driven reinforcement learning to create adaptive paywalls that respond to individual behaviors, delivering relevant offers and enhancing subscriber value. This advanced approach is helping media leaders boost retention, acquire more loyal readers, and future-proof their subscription models in an increasingly competitive market.

Jonathan Harris, Senior Director, Product, Zuora, United States


11:05 a.m. - 11:45 a.m. (New York time)
Unbundling breaking news: Dennik N’s radical approach to content and product segmentation

Dennik N innovated the traditional news subscription model by intentionally unbundling breaking news from in-depth journalism through distinctive mobile apps and designs for mobile Web and desktop. Veronika Munk explains their innovative dual-news stream approach, and shows how strategic content segmentation can enhance both audience development and subscription conversion.

Veronika Munk, Director of Innovation and New Markets, Dennik N, Slovakia


11:45 a.m. - 12:20 p.m. (New York time)
Building premium bundles: Nikkei's multi-product subscription strategy

This presentation dives into Nikkei's systematic approach to subscription portfolio expansion, from vertical-specific offerings to the comprehensive Nikkei Prime bundle. Through detailed test results, Norihiko Sawa offers practical insights into building and testing multi-product subscription portfolios that serve diverse audience needs.

Norihiko Sawa, Principal Research Engineer, Nikkei, Japan


12:25 p.m.-12:30 p.m. (New York time)
Takeaways of the master class

Our closing session consolidates key insights from all three modules — from channel optimisation to offer design and value expansion. We'll focus on actionable next steps for winning acquisition in the year ahead.