#7 From Anonymous to Subscriber: Strategy Behind Successful Media Funnels. Madeleine White at Poool & The Audiencers

#7 From Anonymous to Subscriber: Strategy Behind Successful Media Funnels. Madeleine White at Poool & The Audiencers

What does it take to turn a casual reader into a loyal subscriber — and keep them coming back?

In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise sits down with Madeleine White, VP of Marketing at Poool and co-founder of The Audiencers, to break down what’s really working in audience strategy today. Madeleine has a unique bird’s-eye view of the global publishing industry — working with publishers across the world — helping them move readers from anonymous to engaged, registered, subscribed, and retained.

This isn’t about vanity metrics or one-size-fits-all funnels. It’s about creating meaningful value at each step of the user journey, building registration as a product, and designing dynamic subscription paths based on who your audience really is.

🎧 Topics we cover:

  • The full reader journey: from anonymous visitor to loyal subscriber

  • How registration unlocks first-party data and multiplies subscription conversion

  • What great onboarding looks like (and why most publishers skip it)

  • How publishers like Blick, Clarin, and Jeune Afrique are personalizing at scale

  • The power of community and why it’s no longer optional

  • Bridge roles: the unsung heroes connecting editorial, product, and marketing

  • What retention actually means — and how to win back churned subscribers

  • Madeleine’s top lessons from running The Audiencers and working with publishers worldwide

If you work in digital publishing, audience growth, product, subscriptions, or newsroom transformation — this episode is full of concrete examples, strategies, and learnings you can put to use.

—

🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, audience strategy, and the strategies shaping the news industry.

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Avsnitt(21)

#21 The King Is Dead. Do We Switch Off Personalization in News? Christoph Schmitz at Schibsted

#21 The King Is Dead. Do We Switch Off Personalization in News? Christoph Schmitz at Schibsted

Some news is too important for anyone to miss. Does that mean everyone should see the same homepage?“The king is dead” has long been Nils’s example of a story in demos for personalization with news pu...

16 Sep 37min

#20 The Change Tax: Why Print-Era Hierarchy Is Killing News Media in the AI Age. Selma Stern, Independent Advisor

#20 The Change Tax: Why Print-Era Hierarchy Is Killing News Media in the AI Age. Selma Stern, Independent Advisor

Most people in media have not heard the term "change tax," but they have felt it. Selma Stern describes it as work that keeps coming back without ever getting resolved, like the same alignment meeting...

16 Aug 58min

#19 The News Homepage Formula: A/B Testing, Ice Ice Baby stunt, and Losing Control to Personalization. Helge Voll Hustad at VG (Schibsted)

#19 The News Homepage Formula: A/B Testing, Ice Ice Baby stunt, and Losing Control to Personalization. Helge Voll Hustad at VG (Schibsted)

In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise sits down with Helge Voll Hustad, Homepage Editor at VG — Norway's largest news site, where he curates the homepage with n...

1 Juli 40min

#18 INMA Berlin, Die Zeit, Media Pioneer, and Why Trust Is the Only Advantage Left. Tarjei Gilbrant at Kilkaya

#18 INMA Berlin, Die Zeit, Media Pioneer, and Why Trust Is the Only Advantage Left. Tarjei Gilbrant at Kilkaya

What happens when two people who talk before every episode finally sit down in front of a microphone together?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise is joined by...

22 Maj 34min

#17 Introducing Personalization Where the Newsroom Usually Says No — At the Top of the Homepage. Ivar Krustok & Tarmo Paju, Delfi Estonia

#17 Introducing Personalization Where the Newsroom Usually Says No — At the Top of the Homepage. Ivar Krustok & Tarmo Paju, Delfi Estonia

Content Personalization in news products has typically been placed in low-risk areas—below articles or in separate recommendation modules further down on the page.What happens when it is introduced hi...

9 Apr 1h 44min

#16 Technology Is No Longer Neutral. Why Infrastructure Is Becoming a Strategic Risk for News Companies. Endre Dingsør at Choose European

#16 Technology Is No Longer Neutral. Why Infrastructure Is Becoming a Strategic Risk for News Companies. Endre Dingsør at Choose European

Technology used to feel neutral. Infrastructure choices were seen as operational decisions handled by IT teams. That assumption is now being challenged.In this episode of Insight Shapes News by Kilkay...

12 Mars 49min

#15 The Leadership Model in Newsrooms Is Broken. What Needs to Change? Jeremy Clifford at Chrysalis Leadership

#15 The Leadership Model in Newsrooms Is Broken. What Needs to Change? Jeremy Clifford at Chrysalis Leadership

What does it take to lead journalists through uncertainty, resistance, and constant change?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise speaks with Jeremy Clifford, fo...

23 Feb 1h 4min

#14 Algorithms vs Editors: Who Decides What You Read at Scale? Christoph Schmitz at Schibsted

#14 Algorithms vs Editors: Who Decides What You Read at Scale? Christoph Schmitz at Schibsted

How should personalization work in journalism when trust, fairness, and editorial responsibility are at stake?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise speaks with ...

5 Jan 1h 10min

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