Due to high demand we are repeating this workshop. 

At this workshop we will have an in-depth look at Paid for Content Strategies, and discuss the business models that allow successful charging for content online and on mobile. We will discuss real experiences of what content a media house can charge for, what mistakes not to do, and how to make your readers happy doing it. 

The workshop leader: Gregor Waller is an associate member of Frenemy Consulting, a WAN-IFRA activity. He advises international media companies to develop their digital strategy and transform their business models in the digital age – with the selection of the suitable paid content strategy being one of his key fields of experience. Previously, Greg was at Axel Springer and held various executive management positions like EVP of strategy and innovation focussing on the issues of digital strategy, digital business models, paid content and strategic corporate projects. Before the start of his "digital only"-carreer in 2009, he was responsible as CFO at Axel Springer’s quality newspaper division for the realignment and restructuring of newspaper groups, as well as amalgamation of digital sites. He has a degree in business administration with a focus on Strategic Management, Strategic Marketing, Finance / Controlling. Before he was part of Axel Springer’s corporate M&A department. At Germany’s flagship quality paper he held several executive positions in business development and restructuring.

Workshop: Developing the right paid content strategy for a newspaper website (paid web)

A very practical hands-on crash-course workshop from picking the suitable paid content model over necessary product refinements over pricing- & bundling strategies to get started.

Participants: The crash course workshop is tailored for mangers or projcet leaders that are actually tasked to develop a paid content strategy either for an existing website or a newspaper brand (where a paid website is part of the overall paid content brand strategy).

With very practical and intense modules, Gregor will guide the participants to develop the suitable paid content strategy for the websites the participant are responsible for.

Modules will be:

1. Lecture “Overview over paid content models, the psychology of paid web subscribers and KPIs of successful web sites”

2. Workshop “Positioning of web site and picking the right model”: Positioning the different websites named by the participants and discussing the best paid content models in conjunction with analysis of the print readership. 
Outcome: Know How of the many different success factors that have to be analyzed before the strategic decision of the appropriate and likely most successful paid content model can be done.

3. Lecture & Workshop “Content Strategy”: What contents (topics, content classes, etc.) should be put behind a Freemium paywall to drive subscriptions; how many articles should be put behind a Metered paywall to maximize subscribers. Is a differentiation of web content and smartphone/tablet/newspaper content necessary? 
Outcome: Clear ideas and reasons’s why towards the key operative decisions that have to be made after the general strategy of a paid web has been positive. And a clear understanding of the complex task of an integrated paid content strategy if smartphone and tablet products are to be included properly

4. Lectures and Workshop Pricing: Strategic focus of a paid content stratraegy – new audiences versus supporting print. What options of single pricing and/or bundle pricing should be chosen based on the present readership structure and strategic goals of the paid web strategy. What marketing tools can be applied. 
Outcome: Different pricing strategies, how to use, implement and promote them

5. Lecture and Workshop “Expectation Management”: The question of negative / cannibalization effects on advertising, reach and print. Metrics of a realistic business case in regards of paid-web-revenues, traffic and subscribers.
Outcomes: Paving the ground for a realistic expectation for paid content, both in regards of short-time too positive and too negative developments.

Last time the event sold out! There is a maximum of 25 places, therefore please book early to ensure your place.

Price: 5900 SEK + vat for members, 7900 SEK + vat non-member
Venue: Stockholm
Language: the event is held in English.

Quotes from previous participants:

Professional and deep knowledge of the subject.
Peter Nelander, Aftonbladet

The strategy view was refreshing.
John Rejnäs, Mktmedia

It is very useful to challenge your images about paywalls and Gregor Waller helps you start at the right point.
Anonymous

Welcome!