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.

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