How ready are Indian readers for subscription-based models for news? How can users be converted to registered clients, and what role does machine learning play in the process?

The answers to these questions were discussed at the session “Optimising reader revenue” during The Media Rumble 2022, which took place in Delhi on October 14 and 15. Moderated by Newslaundry’s Chitranshu Tewari, the session began with a presentation by Alex Chapko, general manager at Piano Software, followed by a discussion.

Alex said registration is the “first step to creating strong connections” with readers. “The person who is willing to share personal data with you is already showing a kind of loyalty to your brand,” he said. “...You want people to be ambassadors of the brand.”

On legacy media moving to subscription models, Alex said the “main problem is usually in the mindset”. “Many publishers probably just do not believe in the quality of content and content worth paying for,” he said. Chitranshu pointed out that in a subscription model, both the subscription team and the editorial team “are much more aligned” as compared to an ad-based model.

Watch.

Text by Hardik Dogra.