Recent research by the University of Munich indicates there are four main types of appeals that convince readers to take out a subscription: digital (online-only offers), social (community-led), normative (support independent businesses) and price transparency (addressing critical state of industry).
It is the combination of these different messages which has different effectiveness on readers. And every news publication has a sweet spot for them. This panel will look at how a range of different news organisations lean into a mixture of different appeals to discover what gets potential subscribers over the line.