Subscriptions Marketing During COVID-19 and Beyond

12-1pm | May 13, 2020

PPA Webinar with emap, Immediate Media  and New Scientist

With a rapidly changing marketplace and equally fast paced changes in consumer behaviour, how can publishers serve consumers and businesses hungry for information and entertainment in lock-down Britain?

For many brands, as newsstand sales have been hit by store closures and social distancing measures, web traffic and subscriptions have bucked an otherwise gloomier trend. And for B2B publishers, there have been added challenges such as a furloughed audience, and clients working from home.

Hear from three leading publishers about how they’ve adapted their offer to meet demand and the lessons they have learnt along the way.


Jo Adams, New Scientist
Jo Adams
Marketing Diredctor
New Scientist

With a subscriptions marketing career spanning 20 years Jo joined New Scientist in June 2018.

Having started her subscriptions career at BBC Worldwide back in 1999, Jo has gone on to work for some of the large publishers including Hearst (formally National Magazines), TES (formerly TSL Education Ltd) and Bauer. Jo also spent a few months consulting for Spectator in February 2018 before joining New Scientist as Marketing Director in June 2018.

Jo lives in Kent with her husband and two daughters, aged 14 and 8

Owen Meredith, PPA
Owen Meredith
Managing Director

Owen was appointed Managing Director at PPA in 2018, with operational responsibility for the association, in addition to leading on external affairs and cross industry engagement. He joined the PPA in 2014 as Director of External Affairs, having previously worked in Parliament, with objective to bolster the industry's external affairs agenda and build the PPA's reputation with stakeholders, including in parliament and government. He has led on a number of cross-industry projects, including the post-Leveson regulatory environment and more recently the #AxeTheReadingTax campaign to end the VAT penalty on digital publications.

Kevin Hickman, emap
Kevin Hickman
Head of Marketing

With over 20 years’ experience in media subscriptions marketing, Kevin is one of the industry’s most experienced practitioners.

After graduating with an honours degree in German and Russian, he began his career with Emap in Peterborough, working across a diverse portfolio of subscription magazines.

After a short stint at start-up Cabal Communications, he joined the International Herald Tribune, the overseas edition of the New York Times. Over the next 15 years he held a variety of marketing roles, including launch director for paid digital subscriptions in 2011, laying the foundations for what is now one of the world’s most successful digital media subscription models.

In recent years he has managed subscriptions and circulation marketing for TES, Times Higher Education and Emap’s B2B operation, as well as working as a consultant on subscriptions and general marketing projects for clients including The Spectator and Monocle.

Kevin is available to write articles, contribute analysis and to speak at events. His deep knowledge and global experience give him a unique perspective on the challenges facing the industry today.

Kevin lives in north London with his wife Beth and daughter Kitty.

Helen Ward, Immediate Media
Helen Ward
Subscriptions Director
Immediate Media

Helen has 18 years Direct Marketing experience, 16 of which have been in Subscriptions within Publishing. She’s worked for several major publishers, including Bauer Media and News UK and has spent the past 6 years at Immediate Media. Her roles in these companies have incorporated working across acquisition, churn prevention, CRM and customer service on both print and digital editions.