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The way news media companies court female readers has changed. While many companies around the world are upping their editorial game to create products and content created for women, many others are taking it next level. The 2016 Global Media Monitoring Project showed 82% of news articles worldwide are about men. UK research shows women's sports received just 2% of media coverage and only 2% of sports bylines belonged to female writers. In light of such research, Ringier is measuring the visibility of women in media, finding 75% of all articles in Swiss media are about men; Times of India is encouraging women's representation in politics; and five podcasts in Mexico focus on feminist content. In addition, many media companies in the past year turned their focus to how the pandemic specifically affected women. Here is a robust collection of best practices from media companies working to reach female readers around the world.
— Dawn McMullan, INMA
With its investigative podcast series, Hennes Namn Var (Her Name Was), Göteborgs-Posten honoured women who suffered violent deaths at the hands of someone they knew and drew attention to societal shortcomings in protecting them.
12 January 2025
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The EqualVoice Factor, a sophisticated algorithm developed in-house by Ringier, measures the representation of women and men in various media formats. Its EqualVoice Video Score allows it to count the faces of women and men as well as measuring how much time they get on the screen.
09 January 2025
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An investigation by ECData, the data journalism unit at El Comercio, shed light on minors being illegally forced into marriage. Its use of social media gained widespread attention and helped bring about a ban on child marriages.
02 December 2024
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Personalisation efforts on the front page of Schibsted titles have grown subscriber click-through rates by 25% and engagement of female readers in their 30s by 13% in less than one year.
01 December 2024
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Recognising the one-size-fits-all approach to the front page didn’t fit the individual digital habits of users, Schibsted began using a combination of manually selected articles and algorithm-driven ranking of stories on the front page.
25 September 2024
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Media24’s lifestyle division developed Paygates to introduce paid subscription models tailored to the evolving needs of its audience.
16 September 2024
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During a recent INMA Webinar, Aftonbladet Deputy Managing Editor and Associate Publisher Martin Schori explained how the company’s AI Hub developed a chatbot focused on election issues.
08 September 2024
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Although the news company didn’t have broadcast rights to the FIFA Women’s World Cup, The Sydney Morning Herald, The Age, and Brisbane Times provided comprehensive, creative, and engaging coverage of the Matildas’ performance via social media.
10 June 2024
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Few young women were acting on available information about the HPV vaccination. To spread the word, Bonnier News acted like it was a big secret — one worth sharing.
02 June 2024
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When Newsday began using a new approach to social media, its average views grew from 800,000 to over 1.2 million.
27 May 2024
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Efforts around testing, marketing, and personalisation can support customer acquisition, executives from The Washington Post, Handelsblatt, and Nikkei said at INMA’s Media Subscriptions Summit on Thursday.
29 February 2024
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To develop a successful daily podcast, Göteborgs-Posten avoided copying other news publishers and instead created something entirely different. The blend of news and humour found an immediate following that includes younger female listeners.
14 February 2024
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For its Roke Na Ruke campaign, Jagran New Media and LinkedIn enlisted the support of four powerful and influential women to share their personal stories of how flexible working helped them break barriers and achieve success in their careers.
17 September 2023
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The Kauppalehti team is able to reach female audiences well, but a deeper dive into its diversity strategy revealed opportunities for turning these audiences into readers and subscribers.
09 August 2023
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Charles Onyango-Obbo, publisher and writer at Afripedia in Uganda, kicked off the INMA Africa Media Summit by sharing the struggles of the continent’s news media companies as well as its strategies for an easier path forward.
10 July 2023
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When the Polish ruling party began using textbooks with false and misleading information, Wyborzca launched a counterattack to stop the nonsense about topics such as in vitro fertilisation.
05 July 2023
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Jagran New Media believes in inclusion and diversity as the foundation of a healthy and progressive society, and this belief is infused throughout its editorial decisions.
05 June 2023
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Journalism that is more balanced toward men and women is more important than ever in the age of generative AI. Ringier is meeting that challenge head on with its EqualVoice initiative.
30 May 2023
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The virtual journey inside the female reproductive system is accessible in six languages, and the feature on women’s health hit more than 1 million users
27 February 2023
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The EqualVoice initiative looks at gender discrimination within the media and includes a scoring system to help news media companies recognise if they are falling short in this area.
25 January 2023
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Eliza, a start-up under the Daily Mail and General Trust, is getting 25 million content views with 200% month-to-month growth. Their pre-launch data came from talking to actual women.
10 November 2022
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Jutarnji list wanted to start a new culture magazine in 2020, but the pandemic created multiple delays. When it finally introduced Svijet kulture (The World of Culture), it proved to be worth the wait.
28 September 2022
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NTM is doubling down on its Instagram strategy and has found success in reaching women and readers between 27 and 43 years old.
09 May 2022
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Media companies should take advantage of timely events and positive news to engage readers with inspirational content like Women’s History Month.
21 March 2022
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The new printed editions are intended to strengthen the position of the printed newspaper, take into account changing reading habits, and provide readers — especially women and younger readers — even more information and support in their everyday lives.
14 March 2022
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To tell the story of young girls being sold into prostitution, Göteborgs-Posten made its first venture into podcasting.
07 March 2022
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The publication’s new podcast was placed behind a paywall right away, but attracted both current and prospective subscribers during the holidays.
11 January 2022
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As part of its all-encompassing approach, Listen for a Smart Life shared Action Challenges on social media. In 2020, this and related campaigns reached more than 23 million listeners through audio and had 6.3 million video views.
15 December 2021
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VGTV built a content universe around popular Norwegian influencer Linnéa Myhre with a highly visual identity. It has been a smashing success — especially with young female listeners.
11 October 2021
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The La Tercera newsroom team members worked together with the Facebook Reader Revenue Accelerator Programme to create a new approach and offer that helped drive digital subscriptions and engagement. The key? Experimentation.
20 September 2021
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South Korean media company JoongAng Ilbo saw a need in its market: YouTube content that targets Millennial and Gen Z female audiences. Its “Listen for a Smart Life” content does just that.
19 July 2021
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The #Pinkypromiss native advertising campaign enables two girlfriends to support each other in fighting breast cancer by setting up personalised motivational e-mail reminders that encourage each to do a self-check every month.
02 June 2021
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Times of India’s “Aadhe Hum, Aadha Humara” campaign highlighted the need for women to be represented in the state assemblies so issues about women would receive attention and their experiences would balance overall law and policy-making in the state.
26 May 2021
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VGTV's mobile documentary, “Tarjei’s Experiment,” followed 29-year-old Tarjei Flove as he battled lymphoma on his own terms.
04 April 2021
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Ringier's EqualVoice initiative has helped the media company increase content about women and spurred a social initiative to help other companies gauge how well they are representing women.
04 April 2021
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Media reinforce troubling stereotypes by objectifying women through the words they choose and the way imagery is edited. VíaPaís is making a concerted effort to change that.
01 April 2021
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Feminist-focused podcasts in Mexico offer women a place to explore and discuss issues relevant to them.
29 March 2021
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News UK and Amedia chatted with INMA Researcher-in-Residence Greg Piechota about how they are changing data and content strategies to better serve readers considered traditionally “light.”
18 March 2021
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INMA Researcher-in-Residence Greg Piechota shares how The Times/The Sunday Times in the UK — which says it is informed by data, yet not led by it — uses data via the newsroom dashboard to focus content on specific audiences.
17 March 2021
Read MoreA socially engaged and engaging project, tailored to the current situation caused by the coronavirus and the difficult situation of women who have recently fought for their rights on the streets of Polish cities. The main goal of the project is to build and maintain a women's community by opening spaces ...
01 March 2021
Read MoreMillennials around the world enter the workforce in an era of slow growth and low interest rates. In the face of an unforseen pandemic, Korean millennials spent a year filled with anxiety and confusion. Youth unemployment rates soared to the highest level since the 1997 Asian Financial Crisis. Thus, ...
01 March 2021
Read MoreThe great energy, anger, and rebellion that brought thousands of women and their partners to the streets protests in October 2020, needed strong and reliable support. We admired the determination, courage, and creativity of the protesters joined by women from the offices of "Wyborcza". The main slogan ...
01 March 2021
Read MoreOBJECTIVE: Provide women a platform to share their stories of trials and triumphs and inspire other women to overcome their challenges To normalize conversations around topics which are considered a taboo in the Indian society such as menstruation, depression through the bold voice of our #SheSlays ...
01 March 2021
Read MoreWomen have formed an integral part of the Hindu Culture – they have been considered sacred in the Sanatan Dharm. To restore the rights of women, there is a dire need to thwart Gender sensitive infrastructures. Hindustan Mission Shakti campaign is a combined effort by Hindustan and UP government to realize ...
01 March 2021
Read MoreFor years, Poland has had one of the lowest female employment rates in Europe: 63%, while the European average is almost 70% 1). Polish women believe that their chances on the market are much smaller than that of men. Moreover, there is a strong stereotype that a woman's place is at home, with children, ...
01 March 2021
Read MoreThe Women’s Forum took shape about three years ago. This is the time (2017) when women’s participation in the workforce was increasing in India; and so was ET’s share of women readers (around 20% then). We were therefore, gunning for three objectives: Increase the brand’s engagement levels with ...
01 March 2021
Read MorePart of our mission statement is to ensure that marginalised women, those often overlooked in media, are given a voice: for example, over the years, the podcast has heard from women in direct provision, sex workers, traveller women and working class women and girls. Across 2020, the over arching business ...
01 March 2021
Read MoreOf all articles in Swiss media, 75 percent are about men. The Global Media Monitoring Project 2016 identifies that this figure worldwide is even higher at 82 percent. Scientists are speaking of a “gender content gap”. As one of the largest multinational media corporations in Switzerland, we see it ...
01 March 2021
Read More2020 was the 39th year of The Echo Women’s Mini Marathon which typically takes place in late September, it is known as one of Munster’s premier road races and is one of the biggest sporting participation events outside of Dublin. In 2019, the race attracted up to 6,000 participants, many of whom fundraised ...
01 March 2021
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The Shine Awards magazine shares stories of the six winners and 18 finalists from across rural Australia. The campaign — which honours female talent — is now in its fourth year.
30 November 2020
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As part of its new section, Telegraph Women's Sport introduced a campaign called “Girls, Inspired” to close the gender gap in school sports.
16 November 2020
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The Times of India struck a chord with its campaign focused on women during Durga Puja, one of the country's largest festivals, by creating an emotional video about how women had been excluded in years past. In addition, TOI saw an astounding jump of 22% in female readership.
12 October 2020
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Times She UnLTD recognises female entrepreneurs in India while inspiring female readers. Its award programme rewards the top 1% of the women who participate in this community for their creativity and business acumen.
21 September 2020
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After sprinting through coronavirus-related content in the early months of the pandemic, Amedia reprioritised its coverage so it was more interesting for readers and more sustainable for journalists. Here are seven ways it increased engagement, especially among young and female readers.
25 August 2020
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VG Rampelys is intended to inform, educate, and entertain a young audience, particularly teenaged girls. Here are five lessons learned since its May launch.
24 August 2020
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RompeCristales, which means “glassbreakers,” is both a subscription plan and a podcast series designed to address the gender pay gap in Uruguay. Here’s how El Observador brought attention to the issue and gained subscriptions from female readers.
17 August 2020
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Goals of the EqualVoice initiative include equal representation of women and men in the media, overcoming gender stereotypes in professional role models, new journalistic perspectives for reporting on women, and measures to analyse the coverage of women and men in the media.
10 August 2020
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The Bergens Tidende team believes Artificial Intelligence has the potential to help prevent filter bubbles, contribute to sustainable financing of media operations, and increase diversity in news representation — especially among women.
09 August 2020
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Each year, 16 participants are chosen to participate in the Norwegian Mentorship Programme. News media companies can use the programme to change the culture of their organisations and follow-up statistics show they are.
06 August 2020
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The Times of India’s Women Heroes campaign was designed to celebrate extraordinary women from ordinary walks of life. A total of 621 women were nominated, 1,313 women volunteered to support their hero’s cause, and women’s readership increased 2.8%.
03 August 2020
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Yahoo Life’s Well-Being section emphasises mental health as well as physical health during the lockdown. The new product provides information on parenting, meditation, loneliness, anxiety, and more.
13 July 2020
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The mission of Amar Ujala’s “Aparajita:100 million smiles” is to address the many hardships women face today. The campaign has enjoyed a tremendous response, with more than 2.1 million participants to date.
14 June 2020
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The brutal rape and murder of a young college student fueled anger and fear among South African women. News24 decided to use the moment to open the conversation about violence against women and share victims’ stories.
10 June 2020
Read MoreTo give women the confidence to walk on the streets, freely and fearlessly.
01 March 2020
Read MoreWhile the lockdown has been harsh to several demographics like daily wage laborers and elderly people, it has also created an exhausting routine for the woman of the house. The lockdown has proved to be a tough situation for the working women in India. Whether it is work from home or work away from ...
01 March 2020
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Colourful infographics and a unique microsite for every participant helped make 24sata’s “Let's talk about sex” campaign a big hit. The news media brand partnered with a women's lifestyle brand and a sex toy brand on the first-ever initiative of its kind in Croatia.
27 January 2020
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The Evening Echo approached Tesco to build a win-win partnership around an annual women’s marathon. Bespoke content helped build brand loyalty and drive traffic to the grocery chain, while in-store communication and activities helped boost marathon attendance and prepare runners for the event.
08 December 2019
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