Reader Revenue

Subscriptions Academy Nordics

This five-month programme aims to empower news publishers in the Nordics to build
sustainable digital revenue streams in a mature and competitive environment,
ensuring they are at the cutting edge of innovation.

Who is the Programme for?

This programme is for publishers with advanced data and testing capabilities, who have been offering paid subscriptions or memberships for over 3 years. There is no current minimum or maximum number of subscribers needed - however applicants are likely to have achieved significant market growth and are looking to now optimise their subscriptions strategy rather than focus on overall growth. 2023 applications are open now until Wednesday, 29 March and the programme commences on Monday, 10 April running for five months.

The Subscriptions Academy comprises three phases over a five month period:

  • Discovery phase to understand your business in depth through data analysis and in-person interviews. Performance benchmarking against the cohort and the wider industry across the subscriptions funnel, leading to identification of quick-win and longer term strategic recommendations for improvement
  • North Star phase to develop your strategic approach using the North Star framework
  • Test and Learn phase to implement and analyse a set of selected long-term growth initiatives. GNI and FT Strategies’ proprietary Sustainability Index tool will help build a detailed capabilities roadmap and organisational structure that will support the implementation of ideas.
  • If selected, publishers will also commit to attending a recurring update meeting and will nominate a cross-functional core team to the programme.

What is the outcome?

The ambitious programme aims to address the specific challenges facing publishers operating in the Nordics’ future sustainability in their competitive environment. Google and FTS experts will help define an ambitious vision for their digital subscription business and build the engine that will take them to their goal.

Outcomes of the programme will be:

  • An understanding of topics at the forefront of innovation which represent growth opportunities for the publishers selected
  • A bespoke North Star Framework specific to the publishers' strategic goals
  • A 12-month action plan that details precise steps and responsibilities needed to deliver outcomes
  • Experiments that deliver quick wins by leveraging existing capabilities and drive growth through solving critical business problems
  • A development roadmap, informed by the Sustainability Index and in-depth audit of technology, digital skills and organisational capabilities
  • Governance structure will be developed to support implementation of specific ideas
  • An alumni community of engaged publishers creating a network of peers and experts for support beyond the programme
Subs Academy Explainer Document
Click the image to read the 2023 explainer and how to apply.
Subs Academy Explainer Document
Click the image to read the 2023 explainer and how to apply.
Subs Academy Explainer Document
Click the image to read the 2023 explainer and how to apply.
Subs Academy Explainer Document
Click the image to read the 2023 explainer and how to apply.
Subs Academy Explainer Document
Click the image to read the 2023 explainer and how to apply.
Independent Logo Independent Logo
bLANKSPOT LOGO bLANKSPOT LOGO
el mundo el mundo
dennik dennik
mitt media mitt media
Gazeta Gazeta

The joint expertise and background of the FT Strategies, INMA, and Google team are outstanding. They perfectly understand the value and worth of an excellent journalistic offer. By promoting the FT's unique North Star methodology, they enable organisations to thrive in the reader revenue business. The Subscription Lab program is a unique crash-course in setting ambitious goals, empowering people, and bringing innovations that ensure the sustainable development of quality media!

Danuta Begul Head of subscriptions, Gazeta Wyborcza

Joining the GNI Subs Lab (Europe) has been a real game changer for us. Learning from the experts at FT Strategies, INMA and our peers has helped us develop our subscription strategy, introduce a culture of continual experimentation, and encourage more cross-departmental collaboration and alignment centred around a north star goal. This will stand us in good stead to accelerate our growth in the future.

Ross Wilmot Head of consumer marketing, The Independent

I think as participants we always felt treated specially by FTS people. We never felt that FT was looking down on our modest news brand. An example of the way you go the extra mile: John/Lou facilitated access to Renee Kaplan for a session in French with the newsroom. Big success for this session.

Philippe Colombet CTO, La Croix