2018 Mega-Conference

Mega-Conference to examine what motivates new subscribers

4,500 recent signups explain why they began purchasing the paper

Gwen Vargo and Jeff Sonderman of the American Press Institute
Gwen Vargo and Jeff Sonderman of the American Press Institute

A major new study of nearly 4,500 people who recently subscribed to their local newspaper shows in unprecedented detail what motivates new subscribers.

At the Mega-Conference next month, learn about the consumers' path to subscription, what factors make them willing to subscribe, and what actions trigger their final commitment.

Jeff Sonderman, deputy executive director, and Gwen Vargo, director of reader relations, both of the American Press Institute, will explain the most important approaches to growing subscribers, and facilitate the attendees sharing their own questions and experiences with subscription marketing.

"The customer's journey to subscribing is not short or straight," says Sonderman, "but it need not be a mystery either. By studying thousands of people who had just decided to subscribe to local papers, we've learned a lot about what motivates their purchases, what they want from the product, and how publishers can more effectively generate these new subscriptions."

Vargo said, "Whether publishers are working with a fully developed print and digital subscription strategy, or are just starting to focus on subscriptions as a revenue priority, they will find the research and recommendations valuable. This interactive session shares not only these significant research findings, but also translates these findings into actionable insights to support your subscription acquisition strategies and tactics."

The Mega-Conference will be held Feb. 26-28 in San Diego.

View the full conference program

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About our presenters:

Jeff Sonderman is the deputy executive director of API, helping to lead its use of research, tools, events and strategic insights to advance and sustain journalism.

He is a leader in helping modern journalism thrive through the right blend of technology, audience engagement, data-driven content strategy, integrated business models and transformative leadership. He has worked as a writer, editor, manager, coach, trainer, speaker and consultant with diverse types of news publishers across the country.

He is the architect and developer of API's Metrics for News analytics software that reinvents how publishers use data to inform content strategy. He also edits API's Need to Know newsletter, a uniquely designed resource for spreading fresh, useful insights across the industry, and designed API's Strategy Studies research format for in-depth strategic guidance. And he consults with publishers on a range of issues related to content strategy, organizational transformation, audience development, newsroom structure and workflows, product management and much more.

Gwen Vargo is API's director of reader revenue, where she works to support and accelerate the growth of subscriptions and user revenue at U.S. news organizations.

She works directly with API's partner news organizations to understand the path audiences take to subscription; gathers and spreads best practices; leads research efforts; and helps API's partners develop innovative approaches to generating subscriptions through understanding audience data, marketing, communication and content.

She specializes in helping media companies develop new models for user revenue, drawing on lessons she has learned over more than 20 years in audience development and marketing.

So Many Options to Choose From at Mega!
The 2018 Mega-Conference will have more than three dozen sessions for attendees to choose from – offering an array of professional development opportunities with something for everyone.

Learn about TEAM DISCOUNTS for newspapers that bring more than one person to the conference.

Reserve your hotel room

Become a sponsor or exhibitor

The Key Executives Mega-Conference is a joint effort of the Inland Press Association, Local Media Association, Southern Newspaper Publishers Association, News Media Allliance and the California News Publishers Association.

In its eighth year, Mega-Conference attendance ranges from 700-900 attendees. Most of the attendees are owners, publishers, digital officers or revenue officers of media operations with both print and digital assets, serving their local communities.  A sizable trade show is associated with the conference.



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