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.
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.