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. 

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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