INMA’s master class to help companies capitalize on digital subscription surge

Six hours of video-based programming

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digital
Online news subscriptions have increased

The Covid-19 induced lockdown has brought hundreds of thousands of new digital subscribers across news brands. In response to the Covid-19 surge in digital subscriptions, INMA is launching a special master class between 16-30 focused on how to retain subscribers at the highest levels.

Led by INMA researcher-in-residence Greg Piechota, “Churn Busters: Digital Subscriber Retention In the Pandemic Age” aims to save the Covid bump gains with state-of-the-art churn reduction programs. Registration can be done here.

“Retire the optimistic term ‘rete3ntion’ and look the real beast in the eye: churn,” Piechota said. “It’s wasting your money, your time, your effort, and it is killing your growth. No more.”

The early (discounted) registration deadline for the master class, which will be held via Zoom on 10 June.

Key master class topics will be:

How to engage new subscribers in the first key 100 days?

How to help readers develop a habit?

How to nurture value of subscription?

How to predict with AI who is going to churn and when?

How to wake up sleepers?

How to save revenue lost by the payment failures?

Confirmed speakers thus far include Anne Janzer, author of Subscription Marketing; Anne Powell, director of engagement for The Wall Street Journal; Fiona Chan, head of analytics, CX and business operations for Singapore Press Holdings; Patrick Appel, director of research at Piano; and Michal Ciesielczyk, head of AI engineering at Deep.BI.

The master class faculty will share evidence-based strategies and tactics in retention – inclusive of benchmarks, frameworks, and best practices in data-informed onboarding, engagement, and fighting churn. The sessions will be practical and hands-on.

The Churn Busters Master Class will include more than six hours of video-based programming over three modules:

June 16: Know your churn to strangle it.

June 23: Engage readers to they never want to leave.

June 30: Predict the future, save revenue today.

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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