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.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital 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.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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