European Subscriptions Academy partners FT Strategies and INMA

Registration for the program is open till 14 March

INMA has joined FT Strategies and Google for the third European Subscriptions Academy
INMA has joined FT Strategies and Google for the third European Subscriptions Academy Photo: INMA

The third annual European Subscriptions Academy, in partnership with FT Strategies, the Google News Initiative (GNI), and the International News Media Association (INMA), will help European publishers define an ambitious vision for their digital subscription business and build the engine that will take them to their goal.

The European Subscriptions Academy is an intensive eight-month experience that addresses each step of digital subscriptions, from traffic acquisition to subscriber retention and publishers’ organizational skills to succeed.

The program, which GNI fully funds and is free to participants, aims to engage a group of eight publishers who will receive dedicated one-on-one support and learn from the shared experiences of other participants and experts from Google FT Strategies and INMA.

The application process is now open to European publishers through 14 March. Click here to apply online.

Last year, 53 European publishers applied for the program, from which eight were selected. This year, a similar selection process will be used to find media companies of similar sizes, focuses, and experience, as cooperation is crucial to the program’s success.

The European Subscriptions Academy has high standards for participating publishers. Required publisher commitments include digital subscriptions as a strategic priority, senior management buy-in, operational commitment to participation in activities, and willingness to share knowledge gained in the Academy with participants and the wider media industry. These publisher commitments are crucial in the selection process.

INMA  will help surface digital subscriptions best practices

Target outcomes for the eight-month program include improvement in key subscriptions metrics, successful implementation of technical and business recommendations, and adoption of continuous optimization processes based on the FT North Star methodology.

“We’re proud that 16 publishers from 11 different countries have now participated in Subs Academy. All have consistently rated the experience very highly and enjoyed strong reader revenue results following the program, including 31% subscriptions growth for our 2020 cohort one year on,” said Tara Lajumoke, managing director of FT Strategies. “Much has changed in the industry over the past two years, but the importance of capturing the reader revenue opportunity has remained a pressing constant. This program remains a proven way to execute an in-depth diagnostic of subscriptions performance and lay the foundations for the organizational transformation required by news publishers to achieve meaningful change.”

“The European Subscriptions Academy digs into the practicalities of reader revenue strategies like no other program in the news industry,” said Earl J. Wilkinson, executive director and chief executive officer of INMA. “INMA is pleased to join the Google News Initiative and FT Strategies for a third consecutive year to help surface digital subscriptions best practices for the betterment of participants and the broader news industry.”


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

Subscribe Now


Please enter your comment!
Please enter your name here