International News Media Association (INMA)

Successful subscriber retention includes tiers, knowledge, communication During a this week’s INMA Webinar, author Robert Skrob shared the secrets of retention from his newest book, “Be Unleavable: Why Some Subscriptions Thrive While Others Stall and the 90-Day Fix.”

Tiers play a critical role in allowing publishers to offer subscribers the right fit for them, author Robert Skrob said during this week's Webinar: It’s about “understanding your subscribers and what they are showing up to want from their news media experience,” Skrob said.

The tradeoffs that define subscription strategy Analyses of news subscription strategies around the world reveal notable information about the tradeoffs of advertising vs. subscriptions, volume growth vs. revenue growth, acquisition vs. retention, ...

"Managing subscriptions in 2026 is not about maximising a single metric," INMA Readers First Initiative Lead @g-piechota.bsky.social writes. "It is about walking the tightrope balancing structural tradeoffs and understanding what each position costs."

Subscription-first newsrooms are reorganising around audiences Público, The New York Times, and other news companies are creating teams to bridge editorial and commercial parts of the news business. Here is advice based on INMA members who have created such audie...

In his latest blog, INMA Readers First Initiative Lead @g-piechota.bsky.social shares a look at how subscription-first newsrooms are reorganising around audiences — and the lesson goes beyond “create an audience team.”

From a student hostel to local news, Radio Tigabane meets its revenue needs Monthly income at Radio Tigabane has grown significantly the past three years as a result of meeting readers on their chosen platforms, formalising budgets and rates, and diversifying into a student h...

Temwa Mhango, director of Radio Tigabane in northern Malawi, outlined how a regional station transformed community trust into structured, diversified, and measurable revenue during the recent INMA Africa Media Revenue Summit. #inmaAfrica

What YouTube’s 2026 strategy signals for news companies YouTube’s 2026 priorities signal three structural realities news publishers should take note of regarding distribution, talent, and AI.

"This is something that needs confronting now," INMA's Jodie Hopperton writes. "This is not a call to imitate YouTube. Nor is it a call to retreat. It is a call to re-architect."

How GenAI is reshaping news media advertising During this week’s Webinar, INMA members were given a closer look at how AI is transforming advertising and what it potentially means for the future.

During a live INMA Webinar, Atul Tyagi of Jagran New Media shared insights into how Indian publishers are deploying GenAI as a tool to reshape advertiser relationships and enhance AI. @gabedorosz.bsky.social discussed how AI-driven tools have completely changed the discovery journey for consumers.

Today’s media landscape requires focus on AI, diversified revenue, brand strength During this week's INMA Africa Media Revenue Summit, INMA CEO/Executive Director Earl J. Wilkinson shared how technology — especially AI — is disrupting the industry and five global revenue trends new...

INMA's Earl Wilkinson at #inmaAfrica: “AI today … is turning publishers from content businesses into customer platforms with profitability driven more by lifetime value, not page views,” he said. “This is roughly the equivalent of changing our religion.”

The Hindu, AMD turned a podcast into a global tech conversation To help audiences keep track of the rapid changes in technology and understand their implications, The Hindu created The Interface, a biweekly podcast series.

The success of The Interface has shown The Hindu there is an appetite for deeper, nuanced conversations about AI and innovation.

El Tiempo product design does the hard work so users don’t have to El Tiempo's three-minute update is the clean, intuitive design news audiences are looking for.

"El Tiempo’s approach shows it is possible to bring multiple formats and AI-driven functionality together — without losing clarity or trust — if design leads the way," INMA Product & Tech Initiative Lead Jodie Hopperton writes in her latest blog.

Ringier Serbia turns AI insights into business growth with Virtual Chef One of the first AI products at Ringier Serbia was Virtual Chef, a cooking assistant inspired by readers and one of our most popular topics on the Web site: food and recipes.

Ringier Serbia's Virtual Chef is an AI-powered assistant that lets readers ask for recipes in plain language, modify them to their needs, and even get step-by-step cooking guidance.

The Age turns education reporting into an evergreen conversion engine The Age newsroom has leaned into the appetite for education content combined with lessons learned about the effectiveness of high-utility data interactives to launch the new Victorian Schools Guide.

The Age's new tool, the Victorian Schools Guide, aims to empower parents navigating one of the most significant and emotional decisions for families: choosing a school.

Reaching young audiences is about brand identity, newsroom culture To engage young audiences, news companies must change their newsroom culture, put serious journalism on all platforms, and be authentic.

In her latest blog, INMA's Kerstin Hasse discusses the importance of newsroom culture in creating content to reach younger audiences: "The question isn’t 'How young does this person need to be?' It’s 'Does this person understand the platform and can they translate our brand identity to it?'"

Advertising comes to AI chatbots Last month, OpenAI announced it would start testing ads within ChatGPT, and those ads went live last week. What does that look like in early days?

"AI companies are simultaneously trying to build trust with users and monetise the vast audiences they’ve built," INMA's @gabedorosz.bsky.social writes. "How they resolve that tension will shape the competitive landscape for years to come, and publishers should be paying very close attention."

Social media lessons from Bad Bunny The viral Bad Bunny Super Bowl performance illustrates how social media engagement has changed in the past several years.

If you’re thinking “how do we get this story on our Web site,” you’re designing for a mode your audience isn’t in. They’re on TikTok, in Scroll mode, INMA's Young Audiences Initiative Lead Kerstin Hasse writes.

The AI advertising Super Bowl? Not really Sunday’s Super Bowl featured some harsh lessons about AI advertising.

"Super Bowl LX offered a fascinating window into where AI stands in the broader advertising landscape, as both a subject of ads and as a tool for making them," INMA Advertising Initiative Lead @gabedorosz.bsky.social writes.

News weighs the tension between new audiences and old ones To reach young audiences, news companies need to focus on user needs, build community, and prioritise brand identity.

"Reaching young audiences requires innovation with longer-term, sometimes uncertain, returns," INMA Newsroom Innovation Initiative Lead Sonali Verma writes.

Expressen takes a research-, app-based approach to next-generation readers Expressen has focused on growing younger audiences in recent years with strong results, but the Swedish news company needed to take the next steps to build stronger relationships with them.

Expressen has taken steps to build stronger relationships with readers under 30 and make its news part of more their everyday routines.

Why subscriber retention is so hard to fix in isolation News companies must shift the way they think about the subscriber lifecycle, moving away from treating it as a standalone programme.

"If retention feels harder than it should, stop asking which campaign to add next. Ask where the lifecycle system is misaligned," INMA's @g-piechota.bsky.social writes in his latest blog.

Funke Digital turns experts into commerce partners By collaborating with experts and leveraging its skills in content, storytelling, and product development, Funke Digital discovered a new revenue stream.

Following the success of its first masterclass, Funke Digital found a new revenue stream in e-learning content.

The first paywall in South Korea and the danger of relying too much on tech platforms An interview with Changhee Park, CEO of JoongAng Ilbo, the first major South Korean publisher to launch a paywall, shows the danger of relying too much on Big Tech platforms. Also, why retention is so...

"In many markets, we frame subscriptions as the sources for growth and renaissance for journalism," INMA's @g-piechota.bsky.social writes. "In South Korea, they look more like insurance." Piechota shares an interview with Changhee Park, CEO of JoongAng Ilbo, in his latest blog.

19 AI and software tools news companies are talking about Broken down by use — from content and workflow tools to engagement and marketing tools — this list is worth a look by news leaders.

INMA Product & Tech Initiative Lead Jodie Hopperton shares a list of AI and software tools news media companies are using right now.

How AI is changing the newsroom in real time This week’s Webinar, presented by the INMA Newsroom Innovation Initiative, looked at two ways AI is transforming newsroom operations.

As AI evolves, it continues transforming newsrooms in new ways, and during this week’s Webinar — presented by the INMA Newsroom Innovation Initiative — members were given two revolutionary views of that transformation.

News24 increases connection with AI-driven audience personas The News24 Beyond the Data campaign deployed GenAI to synthesise research findings into five distinct, richly detailed audience personas.

With its Beyond the Data campaign, News24 turned to generative AI to develop audience personas.

With Indo Sport, the Irish Independent found a new playing field Built on the success of Mediahuis Ireland’s growing podcast network, Indo Sport quickly has become a sensation for sports fans.

As podcast Indo Sport celebrated its first birthday at the end of September, it hit highs of more than 200,000 downloads in a week.

Google’s AI tools have caught up News companies should look at Google’s AI tools, which are giving OpenAI some competition.

"Overreliance on a single company is never a good thing, as we have found to our peril, so this competition of AI tools — not just between Google and OpenAI — should be a good thing for the foundation of journalism," INMA Product & Tech Initiative Lead Jodie Hopperton writes.

Young audiences don’t go to Web sites so Die Chefredaktion doesn’t have one Melisa Erkurt, founder of Die Chefredaktion, shares her thoughts on reaching young audiences through 80,000 followers on Instagram, 25,000 on TikTok, and why the membership platform Steady is better t...

Melisa Erkurt, founder of Die Chefredaktion: “I’ve been working with young people for years and I see their behaviour. They don’t call up the news; they expect the news to reach them. That means: on the channels where they’re already spending their time.”

Back to the future: content strategy and connection in the AI era News companies are realising the future of content in an AI world is being unique even if the content is not as broad. Will super journalists dominate media in the future?

What kind of content are news organisations planning to focus on in an AI-driven ecosystem where consumers can easily find information in answer engines? INMA Newsroom Innovation Initiative Lead Sonali Verma shares some interesting pieces that show what publishers are thinking.

Politiken and The New York Times get co-branding right Politiken x The New York Times is a subscription bundle partnership where Danish newspaper Politiken gives its subscribers complimentary digital access to The New York Times and its lifestyle products...

By bringing Politiken and The New York Times together in a subscription bundle, the brands are joining a broader conversation in media about identity: Readers want journalism that is both local and global, serious and approachable.

Mediahuis helps audiences understand breaking news with user needs Mediahuis has changed its approach to publishing breaking news, leveraging the user needs model to offer a better reading experience.

Mediahuis Netherlands sought a new approach after seeing average attention time drop on breaking news stories.

Newsrooms focus on AI, audiences, innovation in 2026 From innovation beyond AI to new formats to news fatigue, newsrooms throughout the world share common themes for this year.

In her latest blog, INMA Newsroom Innovation Initiative Lead Sonali Verma shares common themes on the minds of editorial leaders around the world.