Washington D.C. Innovation Mission | February 11-13, 2019


To truly transform, local media must build powerful digital brands, driven by highly-engaged audiences and diverse revenue models. LMA’s Washington, D.C. Innovation Mission is laser-focused on helping media leaders do just that!


Learn directly from several of the most progressive media companies in North America, with takeaways that will empower you to build unique, profitable digital businesses.

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Click here to register for the Innovation Mission!

Who Should Attend the Washington, D.C. Innovation Mission

If you’re charged with growing audiences and new revenue opportunities at your company, then this trip is for you! Audience, Marketing, Product and Revenue leaders will all benefit from this immersive learning and networking experience. IMs are unlike anything else in the industry and will equip you with lots of actionable ideas and a peer network you can leverage. Read about the Innovation Mission experience here.

Confirmed Visits (as of November 30)

When it comes to building a large digital subscription business, few can match the prowess of The Washington Post. But the strategies behind The Post’s success are applicable to all media companies, starting with its data-driven approach to audience engagement and subscriber acquisition. In this signature visit, attendees will meet with the consumer marketing leadership team to discuss acquisition, retention, and engagement strategies that local media companies can put to practice.

Gannett / USA TODAY NETWORK is making major investments in digital brands that delight users and generate multiple revenue opportunities. User journeys are built around readers’ specific “jobs to be done,” driving subscription and membership conversion and creating high-impact opportunities for advertisers.

Newer digital franchises such as Humankind are cultivating highly-engaged audiences across a variety of platforms (social, video, and more). And tie-ins with live events and affiliate commerce are producing new opportunities for engagement and revenue. Top executives, including the CMO and SVP of Consumer Products, will provide an under-the-hood look at Gannett’s strategy, and what’s working best across its network of local properties.

Axios is creating an entirely new media experience, providing vital news and information in inventive ways across mobile, email newsletters, podcasts, video, and more. Its disruptive manifesto: “deliver the cleanest, smartest, most efficient and trustworthy experience for readers and advertisers alike.” Its core values jump off the page: reader first, elegant efficiency, smart brevity, don’t sell BS, excellence always. Learn how Axios built this disruptive model from scratch, what’s working best to keep its readers engaged, and how it’s building a business model that can profitably scale.

The Atlantic continually reinvents and reinvigorates its brand digitally. This includes deep focus on customer experience, with a rebuilt digital/print subscription program and a new Masthead premium membership model. Masthead connects members directly to the newsroom, features ad-free reading and listening, provides priority access to unique events and community experiences, and more.

The Atlantic is also extending its brand and finding new audiences with a dedicated YouTube video strategy, and an extensive podcasting network. Learn about all of these efforts, and how they’re producing a diversified revenue model that can sustain great journalism.

McClatchy has made a companywide commitment to innovation, utilizing design thinking to create content and experiences that its audiences love. The net result: a blossoming set of digital brands that drive loyalty and generate meaningful revenue.

These include: a) Sports Pass, a sports-only digital subscription product across its markets; b) The Influencer Series, a new, participatory solutions journalism model for covering important community issues (with integrated brand sponsorships); c) New video franchises emerging from McClatchy’s Video Lab that power rich storytelling experiences. These strategies are all in motion and being tested. McClatchy leadership will open up on critical learnings so far, what’s ahead, and the applications for other local media organizations.

Niche content brands can be the foundation of sustainable, high-growth media businesses. Just ask Industry Dive. The company specializes in B2B verticals, from education to health care to marketing, and has built a diverse revenue model built on deep brand integration and lead-gen programs for advertisers. Industry Dive CEO Sean Griffey shares how Industry Dive chooses its content verticals, and why “going small and deep” (versus chasing audience scale) can be a profitable model.


“You will be outside your regular peer group, with exposure to people and ideas in an immersive environment that you can’t often find elsewhere. The information shared, relationships developed, and ideas generated will offer opportunities that can be pursued for months. You can’t replicate the experience in the office or at a conference. It’s uniquely valuable.”
Bob Woodward, Vice President, Strategic Planning and Business Development, Woodward Communications

The 2019 D.C. IM takes place Feb. 11 through Feb. 13, and the cost is $2,695. This includes hotel rooms, all meals, and ground transportation in between visits. Attendees are only responsible for their airfare to and from D.C. and transportation to and from the airport. Registrations are taken on a first come, first served basis. The IM is limited to only 15 participants and will sell out quickly.