08:30 - 11:30

Board and committee meetings (invite-only)

09:00 - 13:00

Badge pickup

Avoid last-miute queues and pick up your badge at the INMA registration desk

11:00 - 13:00

Registration and welcome lunch

13:00 - 13:20

Welcome and introductions

13:20 - 13:50

The future of news: What sets winning publishers apart

In this opening keynote of INMA’s European Conference in Madrid, Earl Wilkinson delivers a powerful call to action for the industry. In a world where platforms, AI, and commoditised content dominate, the most successful publishers share a common approach. Drawing on global research and real-world examples, Earl reveals the principles that define the winners in 2026: clarity of mission, product consistency, editorial distinctiveness, emotional connection, community trust, and the courage to stand for something. This is not just a talk—it’s a strategic wake-up call.

13:50 - 14:20

How Monocle built a brand that stands apart

In a media landscape overwhelmed by algorithmic feeds and fleeting attention, Monocle has defied the odds. Anders Braso, the brand’s chief marketing officer, reveals how a relentless focus on quality journalism, a bold visual identity, and a deeply engaged global community has turned Monocle into a beacon of differentiation. This is not a talk about theory, it’s a case study in how a media brand can thrive by refusing to blend in. Learn the principles behind Monocle’s resilience: a clear editorial vision, a design language that’s instantly recognizable, and a relationship with its audience that goes far beyond transactions. In an age of sameness, discover why standing for something specific is the only way to build lasting trust and loyalty.

14:20 - 14:50

Transforming a legacy brand: Notes from the trenches of European news media

Euractiv has covered Brussels for 25 years. Three years ago, Mediahuis acquired Euractiv. The buying was the easy part. Emmanuel Naert, Head of Product, tells the inside story of a rebuild: what it takes to turn a venerable EU news brand into an ambitious news business that serves the professionals who move European policy. New products, a sharper editorial focus, a refined look at who the audience really is and the metrics that really count. Today, Euractiv is even about to give up its name.

14:50 - 15:30

Networking break and deep dive with speakers

15:30 - 16:20

Case study presentations on brand awareness

Four hands-on, practical case studies tried and tested by INMA members across the continent. All related to brand awareness. Delivered in rapid-fire, 7-minute presentations.

The green playground
Liesbet Brigou
Head of Brand, Nieuwsblad, Belgium

The Nordic women report 2025
Regine Sandberg
Senior Commercial Analyst, Aller Media Nordic

Strengthening brand awareness by empowering the next generation of start-ups
Nicola Albrecht
Head of InnovateMedia, Nordwest-Medien, Germany

What moves you moves us: How Switzerland’s leading tabloid Blick built trust through emotion
Maximilian Börke
Head of Marketing, Ringier, Switzerland

16:20 - 16:50

Europe in motion: The leadership pulse and insights from across Europe

Join INMA’s European Board leadership panel for a fast-paced, 20-minute conversation that cuts to the heart of Europe’s media future.

16:50 - 17:15

Innovating and reaching further through trust and journalism

How one of the Spanish-speaking world's leading news organisation is expanding its influence from Madrid across the Americas is the focus of this keynote address. She will reveal the editorial vision, digital transformation and cross-border strategy driving Prisa's growth — and what its approach signals for the future of global news.

17:15 - 17:30

Takeaways of the day

Don’t miss out on takeaways. Not a list of “what we heard” but “what have we learned” and “what ideas do I take home with me?” Delivered smart brevity style.

18:30 - 21:00

Welcome reception at Le21

Join us on the terrace bar on 21st floor of the RIU Plaza España Hotel

08:30 - 09:00

Morning coffee

09:00 - 09:15

Welcome back

09:15 - 09:55

Delivering news tailored to youth via social media: How do you do it?

Jonas Lips, the 27-year-old TikTok journalist who grew HLN’s following to over 569,000, reveals how to turn social media into a powerful newsroom for young audiences. While getting carte blanche from management and a having a knack for blending hard news with lighthearted content, he’ll share his blueprint for authentic, youth-focused storytelling. Don’t miss his insights on making news resonate in the digital age.

09:55 - 10:30

From angst to action: Practical steps for newsrooms on AI and young audiences

Around the world, editors and product teams keep asking the same questions:

• “How do we actually integrate creators into the newsroom?”
• “How do we change culture, not just add a new format?”
• “What does a realistic AI strategy look like for our size and resources?”

This session, led by INMA’s Sonali Verma and Kerstin Hasse, turns that angst into action. Using short, sharp case studies from different markets and organisation types, they will present practical insights for:

• reaching and retaining young and new audiences,
• building an innovation culture in the newsroom, and
• viewing AI as an enabler in the newsroom, rather than a threat.

10:30 - 11:10

Case study presentations on attracting younger audiences

Hands-on, practical case studies tried and tested by INMA members across the continent. All related to young(er) audiences initiatives. Delivered in rapid-fire, 7-minute presentations.

Faktos Franquisrtas
Izaskun Pérez
Audiovisual Director, eldiario.es, Spain

Funke future audiences lab
Smilla Luise Schwoerer
Business Development Manager, Funke Media, Germany

From taboo to triumph: Beobachter’s social-first strategy secures next-generation readership
Laura Crimmons
Beobachter, Switzerland

Winning the young ones
Henrik Ekwall-Larson
Subscription Sales Manager, NTM, Sweden

Young readers don't wait for news: how a local Norwegian newspaper is rebuilding speed for the TikTok generation
Steinar Ulrichsen
Editor-in-chief, Sandefjords Blad, Amedia, Norway

11:10 - 11:40

Networking break

11:40 - 12:00

AI overviews in the Spanish media ecosystem: The implications for future strategy and recommendations

The media industry in Spain is at a strategic turning point with the arrival of generative search, the rollout of AI Overviews in April 2025, and recent Google algorithm updates. After several months of monitoring the deployment of AI within Google’s search ecosystem, the first study in Spain analyzing the impact of AI Overviews on Spanish media traffic has been published. The research provides updated evidence on the evolution of AI Overviews’ presence and impact, including its distribution across thematic categories, the growing prevalence of conversational queries, and the differential effects on evergreen versus trending content, among other key variables shaping visibility and audience behavior in the Spanish media ecosystem.

12:00 - 12:30

Scaling AI tools for 650 journalists

From tools to people: The AI adoption strategy at Sanoma Media Finland has evolved from top-down tool deployment toward a more bottom-up, change management-led model. In this rollout model, journalists are not treated as passive recipients of technology, but as active participants in shaping practical AI use cases. Grounded in Lean principles, the model inverts the traditional approach by starting with journalistic workflows instead of technology itself. Successful AI integration is not a technology problem, but a human-centric change management challenge solved by embedding expertise directly within team workflows, rather than imposing it from the outside. Learn how they did it at Sanoma Media in Finland.

12:30 - 13:00

Rapid Innovation: Launching impactful projects in weeks, not months

Discover how to turn ideas into reality — fast. Hanne shares her proven approach to launching innovative projects, from podcasts to new products, by leveraging in-house talent and agile testing. Learn how to foster a culture of creativity, measure success, and involve your audience every step of the way, all without breaking the bank or the timeline.

13:00 - 14:15

Lunch

14:15 - 14:45

Governance of AI in Media Companies

Most newsrooms now use AI, but few have worked out how to govern it. Christophe Israël argues that governance isn't a policy document gathering dust or a brake on innovation. It's a living system that lets media companies deploy AI faster and with more confidence. Drawing on his work with nearly 50 newsroom teams across Europe, Asia and Latin America, he'll share a practical framework for setting guardrails, assigning responsibility and building trust with audiences and staff. Leave with a clear view of what good AI governance looks like, and how to put it in place in your own organisation.

14:45 - 15:15

Case study presentations on video

These rapid-fire, 7-minute case study presentations give you 4 ideas from around Europe on how to excel in video.

ImmoInsights: Understanding real estate through video
Lena Leibetseder
Head of Digital Publishing, Russmedia, Austria

Scaling video across Amedia’s 100+ brands
Tord Selmer-Nedrelid
Head of Audio and Video, Amedia, Norway

Reimagining video for premium journalism
Øystein Reistadbakk
Editorial Lead Subscription, VG, Norway

15:15 - 15:45

Networking break

15:45 - 16:15

When experiments become movements: The rise of live journalism in an age of doubt

Diario Vivo is Spain’s first and only live journalism spectacle — a unique format that blends storytelling, journalism, and performance. In these events, journalists, writers, artists, and other notable figures take the stage to share personal, impactful, and often untold stories with a live audience. Each performance is a one-time, unrecorded experience, designed to leave a lasting impression on the audience.

16:15 - 16:45

As funnels are breaking, growth awaits in repertoires

Funnels are fragmenting, and traffic can't be trusted any more. To grow audience and revenue in this new era of discovery, compete not for clicks but for repertoires — the recurring needs and routine situations readers turn to across their day. INMA's Researcher-in-Residence Greg Piechota shows why your most valuable, most loyal readers are also your least faithful, and hands you a practical way to win a place in their lives through a slate of newsletters, podcasts, social video, AI experiences, events and more. How do you design and manage a portfolio of audience habits? How do you link off-platform engagement back to your website and app, where you control access, data and monetisation? And who is already doing it, with mind-blowing success?

16:45 - 17:00

Takeaways of the day

Takeaways from the day, delivered in smart brevity style.

19:00 - 21:00

After-work party at V64

C/ Velázquez, 64, 28001 Madrid

Ask a madrileño where to spend a Thursday night, and they'll point you to Salamanca — Madrid's most stylish barrio. V64 puts you right in the heart of it. Come for the cava and canapés, the DJ, stay for the conversations that don't happen in conference rooms. V64, a sleek, contemporary venue designed for unforgettable gatherings. With its sophisticated, cosmopolitan vibe, V64 sets the stage for drinks, canapés, and connections with INMA members; old and new. After mingling, head out together to explore the city’s vibrant nightlife and dining scene.

08:15 - 09:00

Coffee and networking break

09:00 - 09:05

Welcome back

09:05 - 09:45

Super users, scarcity and premium positioning: Building around valuable audiences

Last year in Dublin, INMA introduced the concept of the super user and argued that focusing on the most valuable people was key to shared success in both subscriptions and advertising. This year, publisher ad supply is shrinking as traffic declines, and now that buyers have fewer impressions to choose from, prices are rising for publishers who demonstrate the quality of their audiences and environments. In this session, INMA Advertising Initiative Lead Gabriel Dorosz shares the data behind this and makes the case that news brands should deliberately build and position for the premium end of the market. Then Gabriel sits down for a deep dive with Tom Armstrong, who leads international advertising for The New York Times, arguably the world's greatest publisher success story in premium digital advertising, on how the Times turned reader obsession, first-party data, and an ad experience readers love into a multi-year run of double-digit digital ad growth, and where they’re placing their next bets.

09:45 - 10:15

Case studies on advertising

These rapid-fire, 7-minute case study presentations give you 3 award-nominated ideas from around Europe on driving advertising revenue.

Ad Manager by DPG Media, a local alternative to Big Tech
Merel Gianotten
Director Digital Advertising Development, DPG Media, Belgium

Premium World from Ozone
Dipti Patel
Senior Publisher Development Director, Ozone, United Kingdom

In-Market: A first-party intent strategy built to drive real business outcomes
Hughie Devine
Head of Sponsorship & Programmatic Partnerships, Mediahuis Ireland

10:15 - 10:35

Play to stay: The surprising engagement data behind Tamedia’s game app

How Tamedia pulled all the stops to reclaim its position as Switzerland's main destination for smart puzzle games, in less than 6 months, and a close look at the results.

10:35 - 11:00

When search wobbles: 3 ways to grow owned traffic and engagement

As “Google zero” continues to change how we reach audiences, learn how Die Zeit increased direct sessions and product engagement.

11:00 - 11:30

Networking break

11:30 - 12:40

Case study presentations on user engagement and reader revenue

These hands-on, practical case studies tried and tested by INMA members across the continent. All related to user engagement and reader revenue. 7 case studies delivered in rapid-fire, 7-minute presentations.

Voter poster generator
Johannes Skov Andersen
Head of Editorial Innovation, Politiken, Denmark

Personalised homepages: Proven outcomes
Ole Christian Rønning
Product Owner Finansavisen, Hegnar Media, Norway

Newsletter package to improve the lives of our readers
Bernardo Marín García
Newsletter Editor, El Pais, Spain

The Kyiv Independent’s membership model
Owain Jones
Head of Marketing, Kyiv Independent, Ukraine

Building publisher-owned social platform to reclaim engagement
Pavel Bouska
Business Developper, Seznam.cz, Czech Republic

Don’t just get the news. Get Me.
Kamran Ullah
Editor-in-chief, De Telegraaf, The Netherlands

Smarter renewal pricing: How the Boston Globe is growing revenue without losing subscribers
Tom Brown
SVP, Consumer Revenue, Boston Globe Media

12:40 - 13:05

Intrapreneurship workbook for media companies: Fostering innovation and renewal

A hands-on guide on how to foster innovation at your media company. In this closing keynote, Johanna and Nando will share the “intrapreneurship workbook,” a practical guide designed to support innovation and organisational renewal in media companies. It offers concrete, multi-level tools and frameworks that help strengthen intrapreneurial culture and accelerate renewal across teams and organisations. This session kicks off the conference by shifting the focus from inspiration to action. Participants will be equipped with a practical way of engaging with cases and discussions — constantly asking: how would this actually work in my organisation? A simple method to turn INMA insights and ideas gathered over the past 3 days into actionable initiatives at home.

13:05 - 13:15

Takeaways of the day and conference conclusions

Takeaways from the day, delivered in smart brevity style.

13:15 - 13:30

Closing words from the outgoing and incoming European Presidents of INMA

13:30 - 14:00

Closing drinks and networking with speakers and fellow participants