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Growing audience, changing culture and gaining relevancy with readers

Newsroom Transformation Initiative



How to bring newsrooms into the business of news

Practical tools and insights on newsroom transformation, moving away from news in favor of journalism, using data to guide decisions, and building a more durable, loyal audience





Scope of the Initiative

Newsroom transformation insights

Better understand how to change newsroom culture, and how to position your organisation for digital transformation.

Understanding the value of journalism

User needs and quality metrics serve as important guideposts for expanding audience and engendering loyalty.

Revamping content strategy

Ensure your content strategy is reflective of the audience’s interest in multimodal storytelling and “liquid content.”

Creating a data-fluent newsroom culture

Evolving into a data-driven newsroom, including what that means and how to measure success, will be a key focus.

The 2024 Year-in-review Town Hall meeting of the Newsroom Transformation Initiative


Deliverables

Newsletter

Get bi-weekly Newsroom Transformation Initiative newsletters in your inbox. Sign up here

Webinars

Join newsroom peers for practical members-only Webinars.

Master Class

How to build a more durable, loyal audience is the focus of the October Newsroom Transformation Master Class. We will delve into loyalty metrics, franchise topics, newsletters, other strategies to increase direct traffic and more. See schedule here

Report

Download our latest reports on newsroom transformation. Click here to view.

Conferences

Join us for the World Congress Newsroom Transformation seminar in New York or join us at the Newsroom Transformation Hub at Media Innovation week.

Ask me anything

Corporate members may connect with Newsroom Initiative Lead Amalie Nash for private briefings on newsroom innovation. Contact INMA



Upcoming Newsroom Transformation Initiative Events

Mission

The mission of the INMA Newsroom Transformation Initiative is to bring newsrooms into the business of news. The INMA Newsroom Initiative was approved by the association’s Board of Directors and implemented February 1, 2022, and was augmented for 2024 to dive deeper into the practicalities of newsroom transformation.

Newsroom Transformation Initiative Lead

Amalie Nash is the head of transformation for the National Trust for Local News in the United States and previously served at Gannett | USA Today Network in various capacities, including senior vice president local news and audience, editor and vice president of audience engagement at The Des Moines Register, as well as stints at the Detroit Free Press and Ann Arbor News.

Newsroom Initiative Advisory Council

  • Alexandra Beverfjord
    EVP Brands
    Aller Media Nordic
    Norway
  • Lotta Edling
    Editorial Director
    Bonnier News
    Sweden
  • Katrice Hardy
    Editor
    Dallas Morning News
    United States
  • Robin Honderich
    Head of Audience Development
    Toronto Star
    Canada
  • Troels Jørgensen
    Digital Director
    Politiken
    Denmark
  • Janis Kitzhofer
    Senior Manager, Editorial Insights & Development
    Axel Springer
    Germany
  • Eduardo Lindenberg de Azevedo
    Director of Innovation
    Rede Gazeta
    Brazil
  • Patty Michalski
    SVP Content Strategy and Innovation
    Hearst
    United States
  • Jens Pettersson
    Head of Editorial Development
    NTM
    Sweden
  • GerBen van 't Hek
    Group Strategy Newsroom Director
    Mediahuis Nederland
    Netherlands
  • Shawna VanNess
    Associate Managing Editor
    Newsday Media Group
    United States