Digital subscription growth is slowing. Search traffic is declining, audiences are fragmenting across platforms, and the traditional acquisition funnel – attracting visitors to a website, engaging them with journalism, and converting them through a paywall – is under increasing pressure.

Many news publishers have responded by shifting their attention from acquisition to retention, raising prices, and extracting more value from loyal readers. These strategies matter, but can they sustain growth when fewer people are entering the funnel?

The latest research from INMA’s Greg Piechota suggests that publishers may not have reached a subscription ceiling. Instead, they are increasingly hitting a website ceiling.

Restarting growth requires both improving existing acquisition journeys and opening new doors to audiences. Podcasts, newsletters, social platforms, partnerships, and new subscription products can reach people who may rarely visit news websites.

Meanwhile, experimentation with pricing, paywalls, and checkout flows continues to deliver substantial improvements in conversion and customer value.

This INMA Subscriber Acquisition Master Class, curated and hosted personally by Greg, brings together the latest research, global benchmarks, and practical case studies from leading news publishers.

Across three interactive modules, you will learn how successful brands are scaling acquisition, reaching new audiences, developing compelling offers, and building teams capable of continuous experimentation.

Combining evidence with hands-on experience, the Master Class will help you identify their next sources of growth, prioritise investments, and develop practical strategies to acquire more subscribers in a changing digital market.