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.”


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.

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