If you made the event, you’ll have received the slides by email in the weeks following. If you didn’t and you’re a Poool client, you get access to the slides now and forever;)

On the program:

• 3 trends in the publishing industry in 2024 to ace your digital reader revenue model, with Madeleine White, Co-founder of The Audiencers, and Jimena Llamas, Audience Conversion Expert at Poool. Slides 3-17
• Subscription trends: The challenges of subscription models in the face of the end of the open web, with Pepe Cerezo, Independent Consultant. Slides 18-40
• “Subscription models in Spain, a mature market?”, with Esther Alonso, Member and Marketing Director at El Diario, Vero MilAo, Product Director at EL ESPANOL, and Aloysio Araujo, General Subscriptions Director at Vocento. Slide 41
• Breaking Boundaries: The AI ​​Frontier in Metro World News’ Editorial Workflow, with Vincente Yarad, Head of Tech and Business Development at Metro World News, and Jay M’Bei, VP EMEA ar Arc XP. Slides 43
• Moving from a print to a digital mindset: bridging functions, KPIs, breaking silos, etc, with Lucia Gonzalez, La Vanguardia. Slides 46- 67
• The argument for registering users, lessons from Argentina’s Clarin, with Ismael Nafria. Slides 69-97
• Panel of experts: the importance of registering your users in a subscription model, with Anna Cuyas, Head of product at Diari ARA, Roman Garcia, Head of digital strategy at Prensa Ibérica, and Tomas Garcia, Head of digital strategy at La Voz de Gallicia. Slides 98-122
• How to optimize your subscription model, with Jimena Llamas, Audience Conversion Expert at Poool. Slides 124-144

> More data and best practices on how to optimize your conversion rates here and in your client-exclusive Conversion Funnel Benchmark Report

• Tools to help publishers make data-driven business and editorial decisions, with Genoveva Marin, Partner Manager at Google. Slides 145-153
• Churn reduction: metrics and operations to increase subscriber retention, with Angélica Dominguez, Head of Client Strategy at Prisa Noticias, Inigo de Juan Sainz-Planillo, Head of Subscriptions at Unidad Editorial, José A.Navas, Head of Subscriptions at El Confidencial. Slides 154-169

> From newsletters to predicting possible cancellation: tactics to reduce churn from The Audiencers’ Festival Madrid

The Audiencers’ Festival’s 3rd stop in 2024 was in Toronto, to bring together Canadian publishing professions for an incredible day of expertise on stage and valuable discussions off stage. Hearing from the likes of Toronto Star, CBC, Les Coops de l’information and DallasNews Corp, we covered everything from registration and bridge roles to community building and paywalls and SEO. Oh and did we mention the event was held in a music venue where the likes of The Rolling Stones have performed?!

If you made the event, you’ll have received the slides by email in the weeks following. If you didn’t and you’re a Poool client, you get access to the slides now and forever;)

On the program:

• 3 trends in the publishing industry in 2024 to ace your digital reader revenue model, with Madeleine White, Co-founder of The Audiencers, and Mark Zohar, CEO and President Viafoura. Slides 2-25.
• Bridging editorial with commercial goals around subscription, with Duncan Clark, Chief Content Officer at Postmedia, Rebecca Zamon, Audience Growth Manager at The Globe and Mail, and Christopher Patheiger, Chief Product & Innovation Office at DallasNews Corp. Slides 26-45
• Optimizing SEO with your paywall in mind, with Shelby Blackley, Manager Newsroom SEO at The Athletic and Co-founder of WTF is SEO? Slides 47-67

> Paywalls & SEO, lessons from The Athletic

• How to build registration as a product, with Dustin Block, Audience Development Lead at Graham Media Group, Elliot NG, Director Customer Experience & Loyalty, CBC, and Ashley Hawley, Head of Product at Toronto Star. Slides 70-96

> Pins, commenting and seamless login: Graham media, CBC and Toronto Star share registration success stories

• From the brink of bankruptcy to digital transformation: the impressive story of Les Coops de l’info, with Marc Gendron, Publisher at Le Soleil interviewed by Marion Wyss, Co-founder The Audiencers. Slides 103-115

> Catch up on Les Coops de l’info’s story

• Unlocking customer lifetime value, with Michael Gagliano, VP Audience & Commerce at SJC Media, and Jill Marchisotto, Strategic Consultant at Atlas. Slides 121-137
• Maximizing the value of readers without digital subscription, with Viafoura. Slides 138-145
• Understanding, targeting and better serving audiences, with Dustin Titus, CDO of Zoomer Media. Slides 146-162

At the first Audiencers’ Festival in London, in October 2023, we spent an afternoon discussing everything bridge roles, newsletters for a reader revenue model, subscription strategies and growing an engaged community. With 100 publishing professionals packed into The Drum Labs in Shoreditch, we were in awe of the energy that attendees brought, the openness of the experts on stage and the variety of conversations being had off stage. It was the first of our Festivals in English, but certainly not the last!

If you made the event, you’ll have received the slides by email in the weeks following. If you didn’t and you’re a Poool client, you get access to the slides now and forever;)

On the program:

• 3 trends in the publishing industry in 2024 to ace your digital reader revenue model, with Madeleine White and Marion Wyss, Co-founders of The Audiencers. Slides `2-20.
• Bridge roles: bringing editorial, marketing & product together to increase ARPU, with Martina Andretta, Audience Specialist & Head of Social at New Statesman, Lars K. Jensen, Audience, Data, Journalism, Berlingske Media & Dmitry Shishkin, Independent Digital Publishing Consultant. Slides 27-24.

> Full session summary on The Audiencers (definitely worth a read)

• Content workflow optimization: how to streamline processes and deliver exceptional content experiences, Arc XP. Slides 75-92.
• Panel: how to make your newsletter valuable in a reader revenue model, with Michael MacLeod, Founder, The Edinburgh Guardian, and Maire Bonheim, Head of Newsletters, The Telegraph, interviewed by Peter Houston, Media Voices & Host of The Newsletter Awards. Slides 93-96.

> Panel key takeaways in this article

• How to optimize your conversion funnel, with Madeleine White, Co-founder of The Audiencers, and Maxime Moné, CEO of Poool. Slides 98-130.
• From community to a growing subscriber base, interview with Jo Holdaway, Chief Marketing & Data Officer, The Independent, by Mark Zohar, President and CEO, Viafoura. Slides 134-142.

> From community to reader revenue: lessons to learn from The Independent and Reach PLC

• “It’s all greek to me” – the art of translating between editorial and commercial, discussion with Morten Ro, Independent engagement designer and advisor, and Maria Bissendorf, Head of Membership Development, Hearst UK. Slides 143-149.

> Takeaways in an article here

If you made the event, you’ll have received the slides by email in the weeks following. If you didn’t and you’re a Poool client, you get access to the slides now and forever;)

On the program:

• Introduction by Madeleine White, co-founder of The Audiencers, and Jill Nicholson, CMO at Chartbeat, with 3 key trends we’re seeing in the publishing industry today. Slides 2-24
• Audience engagement and research: how to better understand audiences to drive engagement and revenue, with Mariah Craddick, Executive Director Product at The Atlantic, Gina Bulla, Audience Research at The Atlantic, and Patrick Boehler, Innovation and engagement at Gazzetta. Slides 25-57

> Article summary: bringing more value to readers and subscribers through our mobile app at The Atlantic

• The importance of newsletters to drive loyalty, subscriptions & revenue, with Maya Neria, Director Product at The New York Times, Elaine Piniat, Manager, Newsletter audience and revenue at Reuters, and Brad Streicher, Senior Customer Success Manager at Chartbeat. Slides 59-67

> Key takeaways from the session in this article

• The KPIs and strategies to continuously optimize your conversion funnel, with ELLE Magazine, slides 70-91

> More on ELLE Magazine’s strategy in this article

• Increasing your logged user base: the operations and best practices, with Marion Collombat, Head of CRM and Data at Reworld Media, Megan Hess, Senior Editor Digital Subscriptions at Bloomberg, and Ludivine Paquet, Head of Customer Success at Poool. Slides 97-118

> Key takeaways in this article: Data, subscription and LTV, how Bloomberg and Reworld Media are maximizing on registration

• Developing long term relationships with young audiences, with Julia Munslow, Senior Platform Editor at The Wall Street Journal. Slides 120-129

> Full session takeaways in this article

• Unlocking customer lifetime value, with Jill Marchisotto, US Business Partner, Atlas. Slides 130-137

Held in the News UK Building, with a view over the London skyline and a surprise ‘fête de la musique’ celebration, the day didn’t disappoint! Plus of course plenty of expertise from leading publishing professionals from across the world, including Germany, Canada, Brazil, France and Spain.

If you made the event, you’ll have received the slides by email in the weeks following. If you didn’t and you’re a Poool client, you get access to the slides now and forever;)

On the program:

• The warm-up act: How to succeed in the current reader revenue landscape, Madeleine White, Co-founder of The Audiencers. Slides 2-40.
• How The Guardian has developed and promoted its product portfolio to gain reader support, with Jim Scutt, Senior Growth Manager and Julian Hinds, Senior Propositions Manager, Reader Revenue, The Guardian. Slides 41-70

> The Guardian: reader revenue growth & proposition development

• Clarin’s digital transformation: the secrets behind the most successful Spanish-language media subscription, by Ismael Nafria Mitjans. Slides 71-105

> Read more about Clarin’s success and how they define articles that are likely to convert

• Audience-driven subscriber acquisition: strategies from 3 corners of the world, with Eliz Mizon, Strategy Lead at The Bristol Cable, Donika Lilova, Head of Paid Content Subscription at FAZ, and Flavio Moreira, Product Management/Editor in chief at UOL. Slides 113-123

> Read more about FAZ’s dynamic model and testing mindset

• From the brink of bankruptcy to digital transformation: the impressive story of Les Coops de l’info, with Marc Gendron, Publisher of Le Soleil. Slides 125-144
• From community to reader revenue, with William Whittington, Lead Community Moderator at The Telegraph, Birger Soiland, VP Sales at Norkon, and Peter Jackson, Reader Community Editor, The Times and Sunday Times. Slides 150-159

> Developing community beyond commenting, with The Telegraph and The Times

• Multichannel anti-churn strategy: 5 examples from Libération, with Adèle Bacos, Head of Subscription Marketing
• Churn reduction stories from two sides of the Channel, with Lisa Stevens, Head of Subscriber Engagament & Retention at The Times, and Romain Lhote, Head of Marketing at L’Équipe

> L’Équipe: limiting churn when increasing the price from a highly discounted subscription offer

This is a recap from The Audiencers' workshop in London in June 2024.

We love INMA, don’t get us wrong! But there’s perhaps a limitation to this model. And, in fact, the report revealed after that too many subscribers are churning… For us, converting quickly and not engaging pre-subscription can have a huge impact on ability to retain readers.

Instead, we propose a looping method, whereby readers are led through soft conversion steps pre-subscription, with the goal of increasing engagement and ensuring the habits are formed around content consumption before they start paying.

In this workshop, held in London in June 2024, we worked through 4 steps to consider retention throughout the funnel, not as an afterthought. We also heard from L’Équipe on how they’ve transformed their subscriber retention strategy and ran a fun subscription speed dating session! A round table was formed for each step in the funnel and attendees were given the chance to share strategies and best practices between each other and with the expert table lead.

The 4 steps to retention-minded acquisition, key takeaways

Soft conversion steps

• Analyze which actions can be associated with high lifetime value – for instance, subscription to a certain newsletter, playing a certain game, etc. – and integrate this into the journey pre-subscription
• Consider soft walls, such as newsletter walls or registration walls, whereby you create a certain level of frustration to move a user through the funnel

Dynamic paywall

• Adapt the reader’s paywall experience to their profile or context. Perhaps you could change the journey (e.g. number of articles for free before the wall), the paywall messaging (e.g. forefronting different benefits based on the article the reader is on) or design (e.g. do you integrate one or two offers into the wall?)
• You can adapt to the source of traffic, the reader’s level of engagement, the content type/topic, the reader status (anonymous, free member, ex-subscriber…), device used, etc

> How to be dynamic (and it’s a lot more simple than you think!)

Onboarding

• Onboarding ensures a reader is engaged from the moment they convert and is aware of the value they now have access to
• Newsletter sign up, app download, product tour… the options here depend on your strategy but should cover multiple channels, shouldn’t frustrate the reader, could be personalized, should have a clear goal for each step and give a good first impression of your brand

Long-term retention

• Identify post-onboarding opportunities to increase engagement
• Segment audiences and apply adapted churn-preventing strategies to put resources in the right place