Strategic and Practical Subscriptions Growth Course
(FIPP MEMBERS ONLY)
Our successful partnership with Google News Initiative has so far delivered 5 Digital Immersion Weeks (in collaboration with FT Strategies), making a real difference to more than 50 companies across 20 countries within the EMEA region.
In 2024, this partnership is levelling up with ATLAS joining in. Following a very successful first cohort, we are now looking for new candidates to join us in November!
All media companies are faced with the challenge of monetising their content in a correct way. Reader Revenues from subscriptions now form a key objective. Companies like New York Times, Immediate Media, News UK and Telegraph Media are already seeing success – but how can their strategies be mirrored across other media businesses?
The course
This is an in-depth and practical subscriptions strategic growth course delivered by Atlas, a consultancy of practitioners with real-world experience in building profitable digital and print media brands.
The course is supported by the Google News Initiative.
The course is FREE but only available to existing and new FIPP Members. There are only two spaces per company available, across a maximum of 10 companies in the first cohort. One additional cohorts will follow later in the year, so we encourage you to register your interest now if you’d like to be considered.
The course is divided into five modules, across five weeks, with each module covering a different theme:
- Audience Development
- Customer centric focus – what does this mean?
- Customer Value proposition
- Your customer funnel
- Subscription Principles for Success
- Subscriptions in context – why they are good for your business
- Customer centric subscriptions model
- Introduction to Lifetime Value and the core metrics of subscriptions
- Subscription Modelling and Finance
- What is a subscription model?
- Building a subscription model
- Using Lifetime Value for subscriptions growth
- Acquisition
- Owned and Paid marketing channels
- Pricing and Offer strategy
- Measurement and analysis
- Engagement & Retention
- Engagement – pre and post subscription
- Opportunities for revenue growth
- Retention – reducing churn
Any questions? Contact Nikki Simpson at nikki@fipp.com
Not a FIPP Member yet? It’s a good time to join.
When do we start?
The course starts on Wednesday, November 13th 2024 and will run on each consecutive Wednesday for 5 weeks. The sessions are scheduled to run in the morning, between 8.30am and 12.30 pm EST, 2.30pm and 6.30pm CET.
Outside of those hours, you will approximately need another 30 minutes per week to prepare for the next session.
You will have access to the course leaders and FIPP team throughout the 5 weeks, via a dedicated Slack channel.
Entry criteria – who is this course for?
The course is perfect for companies that have begun their digital subscription journey, whether with one main brand or a larger portfolio, but who have not perfected sustainable growth. The brands can be both digital first and traditional print that is transforming to digital.
Two course placements are available for each company, with the individuals working across managing all areas of subscriptions or focusing on one area (Acquisition, Finance or Retention). The attendees will develop their knowledge and skills across all of the specialism required for successful subscription growth.
The course is designed for individuals with more than 3 years’ experience in a publishing and media company, whether working on one title or working across a wider portfolio.
Please note that all sessions will be run in English and require you to be fluent in order to apply.
The structure
The course consists of practical examples, as well as group and individual break outs. You will benefit, and so will your business, by expanding your knowledge in the vital area of subscription growth and management.
Any questions? Contact Nikki Simpson at nikki@fipp.com
Course leaders
Atlas is a strategic growth consultancy specialising in recurring revenues, founded by subscription industry experts, building in-house and bespoke systems for making sense of customers.
Your course leaders have industry leading subscriptions experience from previous work at The Telegraph, Future, Hearst, and Dennis Publishing, as well as strategic consulting B2C and B2B projects with clients such as New Scientist, Financial Times, The Guardian, Immediate Media, Mark Allen Group and Haymarket. They will also be joined by a host of well-known experts, joining in for certain sessions.
Abi Spooner
Abi Spooner is Strategy Partner at Atlas, specialising in customer behavioural data analysis, forecasting and strategic planning, alongside delivering specialist subscriptions marketing training.
Abi worked as Customer Strategy Officer at Dennis and Future, and Chief Customer Officer at Dennis, where she created profitable customer-first strategies to drive acquisition, efficiency and yield across The Week globally. She also launched and grew The Week Junior UK and US as well as driving strategy for over 120 brands.
A highly skilled data storyteller, Abi makes complex analysis accessible and understood, from the board room to marketing teams and the wider business. She is at her happiest creating LTV models and believes creativity really can (and probably should) start with a spreadsheet.
Steve Price
Steve Price is an independent consultant and Business Partner at Atlas. He specialises in subscription marketing, forecasting, training and Digital transformation, providing strategic planning and interim CMO/CCO services to a wide range of recurring revenue businesses.
Steve has held senior roles at Hearst, Dennis, Future and most recently was Subscriptions Trading Director at The Telegraph. As a consultant, he provides strategic growth planning to numerous media companies including Immediate Media, New Scientist and DMGT.
A highly skilled subscriptions practitioner, Steve supports senior management develop their long term roadmaps and then guides, trains and develops the skills, knowledge and self-belief of their teams to empower them to deliver the business ambitions.
There are only few spaces available in the next cohort. Apply today.
Not a FIPP Member yet? It’s a good time to join.
p.s.
You can read up on our previous Digital Immersion Weeks with (delivered by FT Strategies) in a selection of articles here.
