Big Ideas from Audiencers Festival Montreal: Putting Audiences First

The biggest takeaway from the June 25 Audiencers Festival in Montreal? There isn't one formula for audience growth. But the organizations succeeding today all share the same mindset: experiment boldly, collaborate across teams, and keep the audience at the center of every decision.

Here are the ideas that stood out:

Trust Can Pay Off

Marc Gendron of Les Coops de l'Information challenged conventional thinking with a simple question: What if readers chose what they wanted to pay? Their award-winning Pay What You Can" experiment proved that trust can be a surprisingly effective acquisition strategy—and sometimes the biggest risks lead to the biggest rewards.

Local Content Creates Loyal Audiences

Nolwenn Pasquier of Ouest-France showed that hyperlocal, exclusive journalism remains one of the strongest drivers of engagement. When resources are tight, relevance matters more than volume.

Break Down the Silos

Gilles Lajoie of Protégez-vous reminded us that audience growth isn't owned by one department. it’s a team sport. Editorial, product, marketing, and customer teams all need shared goals—and shared metrics—to succeed.

Don't Be Afraid to Experiment

Radio-Canada's decision to put all digital content behind a registration wall ahead of the Paris Olympics was a bold move. As Catherine Léger and Mathieu Therrien shared, the results showed that audiences will register when the value is clear.

AI Starts Small

One of the most memorable analogies came from Chloé Sondervorst: AI is like modeling clay. You learn by getting your hands dirty. While Jean-Pierre Bastien from URBANIA Media helped us understand why the best approach to incorporating AI into your business is to start with small wins, build confidence, and let curiosity drive adoption.

Keep It Simple

Rachel Mines of Skift challenged the idea that more choice leads to more sales. In reality, too many bundles can create confusion instead of conversions. The most effective subscription packages are simple, focused, and clearly communicate what customers would miss without them.

Listen Before You Build

Emily Goligoski closed with a reminder that every audience matters—from loyal subscribers to first-time visitors. Their different perspectives help shape better products, stronger experiences, and smarter business decisions.

One Theme Connected Every Session

Whether the conversation was about pricing, AI, subscriptions, or audience engagement, one message came through loud and clear: the organizations that thrive will be the ones willing to experiment, learn, and continually adapt to the evolving needs of their audiences.

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