6 key learnings from INMA’s Subscription Summit 2020

What's New in Publishing 05 Mar 2020 01:16

Each week Twipe deep dives into different topics on the future of news. Subscribe to their newsletter here to never miss a story, or join the conversation on LinkedIn. Re-published with kind permission.

This past week more than 200 news executives gathered in New York to discuss the state of subscriptions in our industry and to gather inspiration from their peers at INMA’s third Subscription Summit. Twipe was there for both the Study Tour and Summit, so we have taken the time to distill our learnings into 6 key takeaways.

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1. Stop thinking of “readers” as a homogenous group

Professor Thales Teixeira challenged the industry to stop talking about “the readers” as if they are one homogeneous group. He gave the example of his work with many food companies, and never once did he hear them talk about “the eaters”. We have to truly understand the different individual segments of our audience and make sure we are serving them the content and the products they need.

2. The newspaper industry needs to better adopt Customer Lifetime Value

3. Editions still strong

6. It is a matter of when, not if, for registration walls

Mary-Katharine Phillips
Media innovation analyst @ Twipe

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