INMA to conduct Digital Subscription Acquisition Master Class in November

New subscribers in the post-pandemic reality

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Grzegorz (Greg) Piechota of INMA will be the master class moderator
Grzegorz (Greg) Piechota of INMA will be the master class moderator

INMA will conduct its Digital Subscription Acquisition Master Class on 2,9, and 16 November, offering a practical guide to finding and acquiring new subscribers in the post-pandemic reality. The master class will look to address the questions such as – what benefits attract light readers? Is this time to tighten or change your paywall model? How to price for acquisition and retention?

The master class will look at publishers that turned to journalism mission-driven benefits and messaging with great results and how they maximized value with bundling. The master class is part of INMA’s Readers First Initiative.

As paywalls become tighter than ever, the master class will look at the implications for nurturing light readers and are offering examples of new access models one can add to the arsenal.

Advances in analytics and marketing technology have unlocked new opportunities in pricing, with price tests and personalized offers, and the master class will dive into best practices in conversion optimization and revenue acceleration.

Three modules of INMA

On 2 November, Module 1- Winning value propositions will take place. This module will look at the new and proven benefits and claims that attract readers to try a subscription or come back and buy again. 

On 9 November, Module 2- Flexible registration and paywall models will take place. This module will analyze the evolution of pay all and membership models, as publishers’ are testing hypotheses about who will buy next.

On 16 November, Module 3- Offers you cannot refuse will take place. This module will examine the latest pricing strategies and experiments, including personalized prices and bundling.

Grzegorz (Greg) Piechota, researcher-in-residence, INMA, will be the master class moderator. 

About Registration

Registration includes live streaming for all modules, all video recordings, and all presentations. Registration will cost US$395 for INMA members, US$1,190 for non-members. The last date to register is 28 October. 

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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