The International News Media Association (INMA) will unveil a master class in March that presents a playbook on how media companies can shift from a reliance on SEO and social media to building direct audiences.
INMA’s Building Direct Audience Master Class will be conducted across three modules March 18-25 and tap into a movement sweeping the media industry in light of the collapse of search, more being kept within big techs walled gardens, and the uncertainty of AI-driven content discovery.
Led by INMA product & tech initiative lead Jodie Hopperton, the three-module virtual master class will look at – Moving from platform traffic to direct audiences; Creating news habits to keep readers engaged; and Building community and monetizing engagement.
The tactics and practical applications that will be covered in the INMA master class are evergreen, Hopperton said. What’s new is the trigger and urgency for unleashing new creativity behind building direct audiences in light of the massive shift in search and social in the past 12 months – with more to come.
The master class will leverage the learnings from INMA’s Product & Tech Initiative, which focuses on how news organizations can develop outstanding multi-channel products and the tech stacks needed to support them.
“SEO and social media are becoming less reliable, so news brands must focus on building loyal audiences on their own platforms such as apps, newsletters, and subscriptions,” Hopperton said. “The key to retention is making news a daily habit through smart onboarding, personalized content, and interactive features.
“Readers ultimately stay when they feel connected,” she added. “Live comments, reader discussions, and niche content help create engaged communities which in turn drive revenue.”
The Building Direct Audience Master Class will feature more than 12 experts that will bring the subject into tighter focus and challenge the status quo with case studies on decoupling from platforms, operating in a post-search era, developing consumer routines and habits, building communities around news products, and more.
Group packages are available to corporate members and module registrations available to members. Non-member rates also are available.
Click here for master class agenda and to register.
