Transforming the organization to a sustainable digital subscription business
On the opening afternoon of the Mega-Conference, hear from industry leaders about their experience navigating the shift in media from an advertising business model to a consumer revenue business model.
Curtis Huber of The Seattle Times and Ann Poe from Advance Local will describe their perspective on how media organizations must evolve their approach to succeed in a customer-driven operating model. This session will be facilitated by Arvid Tchivzhel, senior director of product development of Mather Economics.
"Retention begins on the day a subscription is sold," Poe says, "and having the ability to predict what action a subscriber will take based on analytics is key to managing and understanding how customers' behavior impact the bottom line."
Tchivzhel said: "Successful customer lifecycle management in the modern media environment means blending art and science. Leaders from the qualitative and creative side – such as the newsroom and marketing teams – must work together with data scientists and technology teams. Removing silos and aligning functional teams toward a customer-centric common goal is the future of news media."
Innovative strategies to optimize the subscription lifecycle
Matthew Lulay, senior director of Mather's consulting services, will moderate a session earlier that afternoon on ways to optimize the subscription lifecycle.
Learn about the lifecycle of a customer from a first-time visitor to a loyal paid subscriber. Hear from industry experts, Phil Schroder of McClatchy and Jim Gorman from Philadelphia Media Network, on their successes and best practices in applying data and analytics to their print and digital audience.
Lulay says: "In this session, leading media executives will share tactics for reducing churn and show how leveraging data and predictive analytics can boost engagement and retention. Learn how the close integration of analytics, editorial and circulation efforts can lift your bottom line."
Gorman emphasized: "Focusing on increasing reader digital engagement and refining our onboarding journey for new subscribers are critical to the long-term success of our digital subscriber growth and retention plans."
Don't miss this compelling session program at the Mega-Conference!
In making your travel arrangements, plan to arrive Sunday so you can participate in one of two Monday morning bonus sessions. One session will focus on advertising sales and the other on audience and subscriber management.