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The value of journalism, newsroom KPIs, and a data-fluent newsroom culture

Newsroom Transformation Initiative

How to bring newsrooms into the business of news

Practical tools and guidance on defining newsroom transformation, understanding the value of journalism, establishing newsroom-wide KPIs, and creating a data-fluent newsroom culture

Scope of the Initiative

Defining newsroom transformation

Move beyond theories into the practicalities of “newsroom transformation.” What is it? And how will we know when we have “transformed”?

Understanding the value of journalism

Content economics may be science, but determining priorities that emerge are art. Learn more about the emerging values of journalism in the digital world.

Establishing newsroom-wide KPIs

How to link journalism to business objectives serving paid and free audiences? What should media companies quantifiably be rewarding in newsrooms?

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.



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Join newsroom peers for practical members-only Webinars.

Master Class

Evolving into a data-driven newsroom is the focus of the October Newsroom Transformation Master Class. We will break down what that means and how to measure success. See schedule here


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


At INMA conferences throughout the year, get an executive-level overview of advertising trends and developments.

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

How The New York Times and Washington Post Are Approaching Elections Coverage

July 24 | Webinar

Newsroom Transformation Committee Meeting

August 13 | Meeting

Newsroom Transformation Committee Meeting

September 10 | Meeting

Newsroom Transformation Committee Meeting

October 08 | Meeting

Newsroom Transformation Master Class

October 10-17 | Master Class


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 has been augmented for 2024 to dive deeper into the practicalities of newsroom transformation.

Newsroom Transformation Initiative Lead

Amalie Nash is a senior advisor 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
    Editor in Chief and CEO
  • Lotta Edling
    Editorial Director
    Bonnier News
  • Katrice Hardy
    Dallas Morning News
    United States
  • Robin Honderich
    Head of Audience Development
    Toronto Star
  • Troels Jørgensen
    Digital Director
  • Eduardo Lindenberg de Azevedo
    Director of Innovation
    Rede Gazeta
  • Jens Pettersson
    Head of Editorial Development