A new INMA report looks at ways of building a subscriber base that promises a profitable and secure future for publishers.

The report – ‘Beyond the funnel: Advice for a new subscription strategy’ – was written by Paulo Celso Pereira, executive editor of Brazil’s O Globo. Originally the capstone project for his news innovation and leadership executive programme at the Craig Newmark Graduate School of Journalism at New York’s City University., it looks at how news media organisations around the globe are approaching sustainable journalism in their subscription strategies.

Pereira identified a key problem for general news media outlets,  that while it is easy to try to address all kinds of readers, not all are open to paying for news.

“Every successful news organisation that is managing to survive and grow does so under unique circumstances, making it impossible for others to simply replicate its model,” he says.

Five key lessons from Pereira’s research are to:

-create journalism worth paying for;

-focus on the audiences that matter most;

-align the entire company behind a shared goal;

-build habits and emotional bonds with readers; and

-keep experimenting.

In his report, he looks at five successful media companies from different countries, finding ideas and advice that can inspire and help editors to think of some paths to navigate these turbulent times. Among the report’s case studies are the New York Times (US), Financial Times (UK), El País (Spain), Clarín (Argentina) and United Daily News Group (Taiwan).

The report concludes that sustainable journalism requires more than reach; it demands relevance. Media companies must build relationships with readers, understand their needs, and offer distinctive value. Subscription strategies must be aligned across departments, supported by experimentation, and grounded in metrics that reflect loyalty and engagement.

‘Beyond the funnel: Advice for a new subscription strategy’ is available for free to INMA members and for purchase by non-members at INMA.org/reports.