“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members
Yes, we realize "young readers" takes in quite an age range. Media companies are trying to develop early habits among school-age children all the way up to recent college graduates, while also bringing Millenials into the fold.
But the common demoniator? They are all necessary readers for the future of the media industry.
For all ages, the pandemic opened amazing opportunies: from live virtual events to podcasts to educational content. Reaching these non-traditional readers was one of the many ways the media industry leaned into the opportunities 2020 offered.
On the older spectrum of the young readers target audience — Millennials in their mid-20s early 40s — social media is a huge focus for many news companies. For this age group, content they want (about climate change, for example) the way they want it is the simple yet magical equation.
— Dawn McMullan, INMA
Having already made the transition from a weekly print publication to a digital destination, The Economist took on a new challenge: leveraging Instagram as a way to deliver the news — especially to younger readers.
22 August 2022
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After finding success on Instagram, The Economist turned to TikTok in hopes of delivering journalism to new and younger audiences in a format they were familiar with. The account has generated more than 1 million likes and more than 220,000 followers since its launch in July 2022.
01 May 2023
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Rachel Richardson, previously head of editorial at Snapchat and an editor at News UK, shares what research shows about Gen Z and what it means to news media companies trying to reach its elusive members.
23 August 2022
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To evolve, news organisations need to be where younger audiences are. Here is how journalists at The Sydney Morning Herald and The Age are embracing Instagram Reels and TikTok videos to reach this audience.
14 November 2022
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Generation Z has grown up in the digital world, which means it is highly aware of how easily information can be manipulated. Here is what that means to their media consumption and why it’s important media companies still try to reach them.
01 August 2022
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Attendees at the INMA World Congress of News Media got a PhD lesson in Gen Z audiences from the former head of editorial at Snapchat and the founder of a digital media company called Shit You Should Care About.
29 May 2023
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Given the fact Gen Z is the first truly digital native generation, its members’ needs and expectations toward the products they buy and consume are vastly different from anyone else’s before.
15 March 2022
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The Australian is using Instagram as a vehicle to attract younger readers and showcase all aspects of its journalism. In three months, the media company saw a 173% increase in traffic referrals from Instagram.
25 October 2021
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Subscribers acquired at a younger age represent a greater lifetime value for news media companies than older subscribers. Here’s how the WSJ has leveraged the student market to drive subscriptions.
27 July 2022
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Gen Z’s unique characteristics require news publishers to tailor their content and outreach strategies to attract this particular audience.
28 November 2022
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Zoomers are the customers of the future, and companies must have them on their teams to succeed.
12 September 2022
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Bente Zerrahn, innovation catalyst at Axel Springer, explained what Gen Z wants (and how it thinks) during an INMA Webinar on Wednesday. Bottom line: They want news they can trust, delivered to them via Instagram or TikTok, and explained in a way they can understand it.
13 July 2022
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The Sydney Morning Herald has created a distinct Herald-style template for both in-feed and Stories posts on Instagram.
30 August 2021
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Funke’s TikTok channel has allowed it to build a following with Gen Z by creating video content about their political interests.
11 July 2022
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While TikTok is widely known for its light-hearted content, Singapore’s Today has been able to use it to boost interest in news content and has seen massive growth in just one year.
26 September 2022
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Gen Z is different. “Ignore them at your peril,” Ramin Beheshiti, co-founder and president of The News Movement, said at a recent INMA master class on the topic.
19 June 2023
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The Wall Street Journal student membership programme showcases how students can leverage the content and services WSJ provides to prepare for and grow in their careers.
14 February 2022
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Today of Singapore is growing its younger reader base by sharing journalism via TikTok. Here are five reasons media companies should invest in the platform.
17 July 2022
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Format, facts, and authenticity are among the important ways news media companies can reach Gen Z readers.
18 September 2022
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During Wednesday’s INMA members-only Webinar, Kirsten Eddy, co-author of the Reuters Institute Digital News Report 2022, presented some of the findings from the annual report.
06 July 2022
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In a bid to increase subscribers, monetise video, and reach younger, diverse audiences, Newsday is using its digital platforms in new ways.
06 September 2022
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Having team members native to various platforms is important when developing new products. Yet non-Gen Z employees have much to offer as well. A balance on your product team is the answer.
06 November 2022
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INMA Newsroom Initiative Peter Bale shares his recent interview with Kamal Ahmed, former editorial director at the BBC and editor-in-chief of The News Movement, explaining how the new media company is reaching young readers on their preferred platforms.
13 June 2022
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Federica Cherubini, head of leadership development for the Reuters Institute for the Study of Journalism, shared key findings of the institute’s 2022 Digital News Report with attendees at the INMA South Asia News Media Summit. Interesting findings include age groups that are avoiding the news, how they consume news, and that they find news too difficult to understand.
16 August 2022
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Público achieved a 51% increase in its number of Instagram followers year-over-year, while also increasing the traffic and engagement of IG users on its Web site.
06 September 2021
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Today held four live Webinars toward the end of 2021. Panelists and journalists discussed findings from the Today Youth Survey on racism, attitudes on LGBTQ issues, COVID-19 and mental health, and redefining success and priorities.
10 October 2022
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Research shows young people are willing to pay for content, so how do media companies create news they want to buy?
09 July 2023
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Futter, Kleine Zeitung’s youth-focused magazine, realised the value of visual networks like Instagram for engaging younger readers. Here, the magazine’s editorial lead shares three tough truths about the social media platform.
02 May 2022
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With 15% of Gen Z using TikTok for news, should news media companies invest in such platforms to be where these audiences are?
25 September 2022
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The success of Financial Review’s Wealth Generation has given the newsroom confidence that investing in coverage for younger audiences pays off.
25 July 2022
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There is an opportunity for publishers to close the gaps in reaching Gen Z and young Millennial audiences by hiring more workers within these demographics, surveying younger audiences specifically, and leveraging third-party research.
13 June 2023
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Erin Lebar and Nadya Pankiw of Winnipeg Free Press walked INMA members through their journey to create a successful Instagram strategy during this week's Webinar.
17 August 2022
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Dainik Jagran-inext created a new business vertical during the COVID pandemic that attracted both audiences and advertisers.
16 October 2022
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The Sydney Morning Herald and The Age carried election coverage, but a selection of stories were designed to work cross-platform and be more digestible to help break down the barrier to entry for readers who don’t read the brand’s Web sites or newspapers often, if at all.
06 June 2022
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The technological platform evolved from being a simple entertainment tool for young people to a valuable ally for media outlets to reach a broader audience. And media companies in Latin America are taking full advantage of its opportunities.
16 June 2022
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As Meta announces it’s ending its Instant Articles platform in April 2023, news publishers are wondering what their relationship with the Big Tech company will look like in the future. Here’s what happened in the past year — and why.
12 December 2022
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From Stuff’s 10-minute daily news audio to The News Movement’s short-form video strategy, news media companies shared how they are creating content young readers are interested in on platforms they want to be on during the INMA World Congress of News Media.
07 June 2023
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Schibsted’s IN/LAB is working to find out how to include news avoiders and attract younger readers. During a recent INMA Webinar, IN/LAB Head Agnes Stenbom explained how the lab is using design thinking to approach these news outsiders.
18 September 2022
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Kauppalehti wanted new, fresh, and bold ideas from its team focused on growing a young audience, so the selected team did not receive guidance on how to proceed with the project.
24 April 2022
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Dagens Næringsliv leveraged the growing popularity of investing to create a game that attracted a younger audience.
18 October 2021
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During the first years of the coronavirus pandemic, VK was able to attract a large audience of new, younger subscribers, so it set out on a mission to get them to stay.
06 December 2022
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Goldthread, a four-year-old video publication, tells meaningful human-centric stories to a global audience on social media platforms in the form of short documentaries like a series about China’s candy-making culture.
17 October 2022
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VG is not trying to act the role of a youth on TikTok, but its insights about how young people view the publication and use the platform inform its strategy to reach youth with relevant content.
04 January 2023
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Generation Z prefers content that is presented in a short, simple, and entertaining way — mostly on social media (predominantly Instagram).
06 June 2021
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NWT Media in Sweden intentionally began targeting a younger reader demographic and was able to lower its average reader age by three years.
25 June 2023
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To attract a younger audience, Helsingin Sanomat made a bold move: It launched a print newspaper for children.
28 November 2021
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When the innovation team of La Voz de Galicia discovered there wasn’t a reliable source of information on mental health, nutrition, and wellness for young people, it created a new vertical to fill the void.
09 April 2023
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Kleine Zeitung is focused on reinterpreted regionality, whereby it reports for the world from its region and for the region from the world.
22 May 2022
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The Wall Street Journal’s virtual Student Editor Summit attracted more than 1,300 college students to its first two events, many of whom said they were likely to interact with the WSJ after the event.
19 April 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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Multimedia Group, based in Ghana, has made its content more accessible and increased its revenue by leveraging online platforms for streaming content.
17 October 2022
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Kauppalehti is publishing stories about financial risk as well as companies not acting in a totally responsible manner, two content priorities younger readers are interested in.
11 July 2021
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Kleine Zeitung created a campaign to promote its new offering: a digital product that caters to a younger target audience.
20 February 2022
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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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Teams at The Herald and The Age created content as requested by readers so as to engage them on issues related to the climate crisis during the COP26 summit.
15 November 2021
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Research indicates a declining number of readers are accessing news Web sites directly, mostly due to social media.
10 July 2023
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INMA members learned how Helsingin Sanomat found success by launching a print newspaper for young readers. The print publication, Lasten Uutiset, has 216,000 weekly readers ranging in ages from 3 to 16.
19 January 2022
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By looking at what was performing best in terms of engagement, Newsday was able to shift its strategy and deepen connections with readers.
09 August 2021
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When Latinoamérica Piensa wanted to improve its reach and engagement, research pointed toward a newsletter. Causas, a newsletter focused on social justice, appeals to a new demographic.
23 October 2022
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Media leaders from VG, The Washington Post, The News Movement, and De Telegraaf share how their companies are reimagining how their already great content can be leveraged to better engage Gen Z.
06 June 2023
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When Dagens Næringsliv set out to attract a younger audience, it created a culture of innovation built around a lean, four-part innovation framework.
04 April 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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When in-person learning went away early in the pandemic, ABP stepped up by introducing new virtual opportunities for education, bringing in new revenue after a creative marketing campaign.
06 January 2022
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City Press editor Mapula Nkosi shares her predictions about what 2023 will bring in regards to Gen Z readers.
26 January 2023
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With a future journalism vision, Kleine Zeitung is prepared to report for the world from the region and for the region from the world.
22 January 2023
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Schibsted began exploring text-to-speech options more than three years ago. During this week’s Webinar, Lena Beate Hamborg Pedersen, product manager, shared some of the company’s insights and processes.
09 August 2023
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Nikkei found subscribers in their 20s and 30s were churning at higher levels than other readers. In response, the Japanese news media company launched two podcasts and Think!, a feature in which external experts post comments on news articles.
24 July 2023
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Grupo El Comercio created Hype to provide gamers, e-sports fans, freestyle, anime, and K-pop communities a space to share common interests.
27 March 2023
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Vijay Karnataka’s platform provided a way for young people to relieve their boredom and showcase their talents during lockdown.
30 August 2021
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The team at Schibsted is convinced journalism will thrive if more diverse voices are invited to join ideation processes. With the News Changemaker Program, IN/LAB and Aftonbladet brought that idea to practice.
16 July 2023
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A Gazeta carried its strong tradition of political coverage from the print realm to the digital world with help from the animated Political Fox.
02 July 2023
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Carriera decided to target a younger audience by creating content for multiple platforms, using podcasts and LinkedIn. This digital transformation has dramatically increased pageviews and subscriptions.
22 November 2022
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By thinking younger and implementing a new approach to readers, Amedia was able to boost interest and subscriptions among a younger demographic. Mostly focused on journalism, this initiative has seen a 15% growth curve in the below-40 demographic in the subscription base.
14 September 2020
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Was geht?, created by Kleine Zeitung’s youth-focused brand, Futter, features two hosts discussing and explaining a topic that is making headlines. The 15-minute episodes air weekly.
28 June 2022
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Wips has a young team of journalists that creates content using mobile phones and custom tools to optimise content for social media platforms. This unusual approach allows them to communicate important topics in playful ways with a young audience.
03 April 2023
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INMA Newsroom Initiative Peter Bale shares his recent interview with Kamal Ahmed, former editorial director at the BBC and editor-in-chief of The News Movement, sharing how the new media company is reaching young readers on their preferred platforms.
08 June 2022
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Express changed the way it used its social media channels and, in doing so, increased its numbers dramatically. The renamed @express.queer on TikTok provides perspectives from the LGBTQI+ community.
09 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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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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Because the way audiences receive their news has changed, The Sydney Morning Herald decided to change the way reporters are trained.
08 August 2023
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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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The Future Talks virtual series gives Kleine Zeitung a younger, fresher image, attracting Gen Y and Gen Z to the brand.
05 April 2021
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A 3D visualisation by the Funke Interactive team illustrates how journalists can bridge the gap between complex climate science and a broad audience.
17 May 2023
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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
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Kleine Zeitung’s image campaign targets a younger audience that no longer reads print for its Kleine Web + App Abo.
19 October 2020
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As part of its long-term Climate Protection Award project, Russmedia created a book about climate change geared toward children.
02 February 2023
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Vía Urbano targets a digital native audience, which is used to connecting and learning about the news of their favourite artists through social networks but not directly through standard media channels.
03 October 2021
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Nearly 60% of the users playing the phyigital housie game were 30 years old or younger.
30 November 2020
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Pulse shared its four-pillar approach to social media with attendees at the INMA Africa Media Summit last week. The launch, a move to reach the country's younger readers, came about just as COVID hit in 2020.
03 August 2022
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This year’s special Schools section, written and illustrated by students, focused on the importance public servants — a perfect topic after what communities went through in 2020.
18 August 2021
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VGTV introduced its innovative youth-oriented platform, VG News, before COVID-19 was even a concern. When demand for news increased, VG News was ready and available on platforms like Snapchat and Google Home.
23 June 2020
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Aftenposten Junior started when the need to explain a tragedy to children arose. Today, even adults read it to understand the news.
09 March 2021
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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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With 15% of Gen Z using TikTok for news, should news media companies invest in such platforms to be where these audiences are? Also, a look at how Gannett uses active personalisation for onboarding.
21 September 2022
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The Times of India’s “Lost Votes” campaign — joined by competing news media companies and social media influencers within the country — broke 70 years of silence and blaming voter apathy for low voter turnout, leading to the government taking responsibility.
24 August 2020
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Dr. Lucy Kueng, digital expert and Reuters Institute senior research fellow, shared with INMA members her research into the issues important to reaching Generations Y and Z, including diversity and inclusion priorities.
09 December 2020
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Dainik Jagran’s new campaign, Sanskarshala, which translates into “School of Values,” tries to inspire young people and help expand their worldview.
16 November 2020
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Children ages 9 to 12 are the target audience for the weekly print publication Børneavisen.
10 November 2020
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When COVID-19 halted high school graduation celebrations, the Calgary Herald stepped up to make sure the occasion would be remembered.
25 March 2021
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Finding a way to include young readers in discussions about the global pandemic became the main focus for the Straits Times Schools team, which tailored content for readers ages 10 to 16, provided free content to public schools, and used social media to engage with older students.
20 October 2020
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VG has worked to engage a younger audience. But when it called upon teens to help write a song about loneliness, it struck the right chord.
21 June 2020
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Free access to Aftenposten Junior during the school closing due to coronavirus delivered trustworthy news to children in a chaotic and confusing situation.
17 August 2020
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Adding the Stories format to news coverage allowed HLN.be to engage readers, particularly those in the 25-34 age demographic, for a longer period of time.
06 July 2020
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When Danish schools went into lockdown, start-up Koncentrat went into action, creating a daily TV programme called Sofanews for seventh- to 10th-grade students.
14 June 2020
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For Mediacorp-owned 8world, attracting the attention of young audiences required going back to school and working directly with students.
08 August 2023
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First News shared with INMA members how the media organisation developed a newspaper for children, growing it into a global brand with multiple platforms.
18 November 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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The reaction TV programme “Non Stop” has been a most successful venture for Dagbladet, which has also captured younger viewers by repurposing the content for Snapchat.
07 March 2021
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Kleine Zeitung’s "Dependent on independence" campaign used a modern and colourful (bright pink) approach to highlight the importance of solid journalism to young potential readers.
03 June 2020
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When the pandemic made in-person college visits difficult, Advance Media New York created the Northeast Virtual College Fair, resulting in US$20,000 in new business and 2,600 Web site users.
28 March 2021
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Author Margaret Sullivan has a mission for newsrooms and journalists: Be more transparent about your journalism if you want bigger audiences that trust you. Also, predictions from a South African leader about what 2023 will bring in regards to Gen Z readers.
19 January 2023
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The Guardian’s director of print discusses how launching a redesigned print product resonated with new and younger audiences.
16 January 2020
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Recognising that younger audiences consume news differently, Expressen reorganised its social media efforts, focusing more on video platforms like TikTok.
09 December 2024
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To build awareness of online dangers, Dainik Jagran inext launched a groundbreaking campaign called Fake Friends. The initiative aimed to educate young people and parents about lurking threats.
04 December 2024
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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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VG’s use of vertical video and live audience interaction during the 2024 U.S. election coverage highlighted new ways to engage viewers and adapt journalism to their needs.
18 November 2024
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The recent INMA Los Angeles Tech Innovation Study Tour provides interesting case studies with GenAI and video. Also, a look at the Fox Studio stop during the study tour.
07 November 2024
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Gen Z is more financially savvy than previous generations but also faces a massive amount of misinformation and flawed advice online. MorningCrunch provides daily newsletters that present finance and business news in a new style.
04 November 2024
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The North Sea coast is experiencing profound changes, including growth in renewable energy like offshore wind farms. The Future North Sea project is designed to help publishers connect with and meet the needs of the affected communities using constructive journalism.
03 November 2024
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Gen Z readers are into print? Who knew? Researchers and a scattering of news media companies around the world knew, as INMA’s latest strategic report, How Gen Z Could Change the Print Game, shows.
31 October 2024
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Gen Z, in particular, is tech savvy, has a short attention span, consumes content on the go, and has no time for long and boring stories or stale news.
28 October 2024
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During the recent INMA Newsroom Transformation Master Class, media leaders from Ringier Media, The Local, Legit, and Schibsted shared how their companies are reaching target audiences.
28 October 2024
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Reaching younger audiences is an ongoing challenge for news organisations worldwide, so Swedish newspaper Expressen focused on making its news site more relevant to young people.
24 October 2024
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During this week’s Webinar, INMA members heard from Jessie Willms, SEO strategist at The Guardian in Canada, and Vivienne Goizet, editorial lead/SEO at Bild in Germany, who shared how their companies are approaching the challenges and opportunities of the 2024 U.S. elections.
23 October 2024
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News companies can repurpose exciting or create new products, utilise user needs models, and consider value drivers to reach missing audiences.
06 October 2024
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Of all the current issues facing the news media industry today, the newsroom will play an essential role in the successful adaptation to the changing landscape, Earl J. Wilkinson, executive director and CEO of INMA, said at Media Innovation Week in Helsinki.
25 September 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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Marketing to Gen Z is far less scripted than in the past. The strategy is really about letting different messaging fly, knowing you can’t control where or how it lands.
22 September 2024
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Great Zimbabwe University’s radio training programme has grown into a station with a presence across multiple platforms and an audience that extends far beyond its original target market.
11 September 2024
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Nikkei launched Minutes by Nikkei in 2023. Almost one year later, the Japanese news company shares its why, how GenAI plays into the new product, and how it is meeting the needs of its audience.
09 September 2024
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Global media company The Conversation shared its simple yet strategic approach to using data for audience growth during the recent INMA Asia/Pacific News Media Summit.
08 September 2024
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Phoebe Connelly, senior editor for AI strategy and innovation at The Washington Post, shared the company’s experience with developing and implementing its chatbot, Climate Answers.
04 September 2024
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News platform Almost creates journalism young people can engage with by using a social-first strategy.
03 September 2024
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Joseph Odindo, lecturer at the Aga Khan Graduate School of Media Studies in Kenya, shared the current state of the continent’s media with attendees of the recent INMA Africa News Summit.
19 August 2024
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F.A.Z. realised it needed more awareness among young readers: In the target group of the 25- to 35-year-olds, only four out of 10 had heard of the publication.
18 July 2024
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To spark interest in the print newspaper among young readers, Malayala Manorama Daily launched a successful “Read & Win” quiz competition for students in grades nine to 12.
17 July 2024
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To attract a younger, often news-avoidant audience, New Zealand’s Stuff Group created a daily audio product that is as addictive as it is essential.
15 July 2024
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Most media companies realise the importance of being present on TikTok, but optimising posts so they reach new, diverse, and younger audiences can be challenging.
15 July 2024
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In a recent INMA Webinar, Netwerk24 and Independent Online (IOL) shared their strategies for successfully covering the historic South Africa elections.
07 July 2024
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To explore the potential of AI technology, Aftonbladet created an AI hub comprised of four journalists, one UX designer, and two software developers.
30 June 2024
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To mark the 50th anniversary of hip-hop, The Atlanta Journal-Constitution traces the rise of Atlanta’s hip-hop scene with the documentary “The South Got Something To Say.”
25 June 2024
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To engage with younger audiences, The Straits Times presented an Ask Me Anything show for TikTok, Instagram, and YouTube, featuring the two candidates in the 2023 elections. Questions were submitted publicly via selfie videos on TikTok and Instagram.
24 June 2024
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To navigate the challenge of engaging new, younger audiences and building relationships with individuals who are beginning to opt out of the news cycle, SvD created the new SvD Kompakt.
17 June 2024
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To promote healthier media habits, Fædrelandsvennen teamed up with local businesses to offer all high school students free subscriptions.
11 June 2024
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Regardless of the social media strategy media companies adopt, providing value to the user remains the cornerstone of high-quality content creation.
10 June 2024
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Since its launch, the Campus hub’s content has attracted more than 5.5 million pageviews and included two of the news publisher’s most read stories during that time.
03 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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To cater to the preferences of younger audiences consuming content, La Nación created a TikTok-esque user experience.
27 May 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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To fight the rise of misinformation in Nigeria, Legit.ng launched a mission to teach Nigerian youths how to discern between fact and fiction. The goal is to reduce fake news and misinformation incidents by 75% by the year 2030.
22 May 2024
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The Philadelphia Inquirer’s first large-scale brand campaign used clever, provocative, and funny “Unsubscribe from/Subscribe to” ads on local billboards in addition to digital and print displays on transit and across The Inquirer’s products.
19 May 2024
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To expose the ongoing problem of bullying, Dagbladet Pluss dedicated an entire issue of its weekly magazine to the topic. Actress, model, author, and speaker Tinashe Williamson was among those who shared their experiences with bullying during childhood.
19 May 2024
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Kassy Cho, founder and editor-in-chief of Almost, shares three priorities for news companies in their quest for young audiences.
08 May 2024
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During the recent INMA study tour of London media companies, attendees heard from Politico and Reuters on how to build trust among readers.
07 May 2024
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From dynamic paywalls to engaging new and niche audiences, media leaders from Corriere della Sera, El País, Financial Times, Piano, Eurozet, Scientific American, and NWT Media shared how their companies are maximising revenue opportunities in their digital subscription strategies during the INMA World Congress of News Media in London.
06 May 2024
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During the INMA World Congress of News Media in London, media leaders from Agora, Nation Media Group, and NZME shared how they are addressing gaps between generations through data, technology, and by fostering multi-generational cultures within the newsroom.
05 May 2024
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Reaching younger audiences requires news companies to combat negativity bias and address reasons for news avoidance, media leaders from Almost, News Literacy Lab, and Stuff told attendees to the INMA World Congress of News Media in London.
29 April 2024
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During INMA’s 2024 World Congress of News Media in London, Siv Juvik Tveitnes, chief executive officer at Norway’s Schibsted News, and Anders Eriksson, chief executive officer at Sweden’s Bonnier News, discussed the digitisation of the media industry.
28 April 2024
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Helsingin Sanomat won the INMA Global Media Awards Best in Show Thursday night in London for this campaign. On World Press Freedom Day in 2023, the Finnish media company smuggled independent journalism into Russia via the popular online shooter game Counter-Strike. The de voyna map featured a secret room where players could see and hear news about Russia’s initiation of war.
26 April 2024
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During the INMA World Congress of News Media in London on Thursday, a panel of editors from media companies around the world discussed what business models are working in the rapidly evolving digital age.
26 April 2024
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During this week’s Webinar, INMA members heard how two African news media companies — Legit.ng in Nigeria and Tuko.co.ke in Kenya — leverage changing technology to expand their reach.
17 April 2024
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The number of social media users is expected to rise to 5.17 billion by the end of 2024, indicating social media will continue to play a critical role in the future.
17 March 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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One decade after launching its original news aggregation app, Omni wanted to find ways to generate revenue and future-proof the business model. After listening to readers, it created Omni Mer.
07 January 2024
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NTM is using a star system to indicate whether 50% of readers in its target age range click through to read an article, giving journalists an easy way to track reader engagement.
01 January 2024
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On a recent INMA study tour through Silicon Valley, attendees learned about where search is going, how AI will shape it, and how that affects news publishers.
07 December 2023
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During the recent INMA Newsroom Innovation Master Class, William Lewis, co-founder of The News Movement and recently named CEO and publisher of The Washington Post, discussed reaching Gen Z, leadership, and the future of The Washington Post.
28 November 2023
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During this week’s Webinar, Mike Otieno, co-founder and president of the Kenyan company Wowzi, outlined how his company is working with news media companies to fuel new influencer marketing campaigns.
27 November 2023
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Following the deadly Hamas attack on Israel and the responding attack on Gaza by Israel, news media companies looked for ways to explain the news to children while keeping their mental health in mind.
06 November 2023
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The Sydney Morning Herald and The Age’s YouTube channel was born in 2013, but it wasn’t until the company bolstered resourcing, commissioned specifically for the platform, and uploaded more frequently that there was an exponential growth in reach and subscribers.
06 November 2023
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Nexo Jornal wanted to tell the important history of the Brazilian elections and provide context to younger audiences in an engaging and appealing way, so it created the short video series Foi Assim.
29 October 2023
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Live blogging is a key feature for newsrooms hoping to attract younger audiences and maintain diverse engagement.
24 October 2023
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Articles with AI-generated summaries have open rates in the 20% to 30% range with strong engagement from younger readers.
23 October 2023
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As part of its Fifa World Cup 2022 coverage, The Straits Times created a daily interactive game that allowed users to attempt an iconic goal of the day, a data-driven story about the best and most memorable World Cup chants of all time, and an immersive approach to the top five goals of World Cup history.
23 October 2023
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After getting sidelined by the pandemic, Advance Local rolled out its sports-intensive coverage in 2021 and has scored big with subscriptions.
19 October 2023
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The Times of India created the Times Podcast Challenge to connect with younger audiences, establish itself as a thought leader in the city, and promote education through technology.
16 October 2023
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During this week’s Webinar, Tyson Wheatley, Instagram director for The New York Times, shared insights on how the company is leveraging the visually led format.
11 October 2023
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Stuff’s Content Studio created the Family FUNdamentals campaign with candy brand Pascall to help parents and children reconnect in a post-pandemic world.
09 October 2023
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DRIVE Product Manager Katja Fleischmann and Daniel Noglik, a reporter at ZGO Zeitungsgruppe Ostfriesland, explained to attendees at the recent INMA Media Innovation Week how the “Future North Sea” collaboration works and is attracting readers.
05 October 2023
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During Media Innovation Week, Jessica Bulthé, data science business partner at Mediahuis in Belgium, explained how Gen Z consumes news differently and what publishers can do to attract them.
27 September 2023
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During INMA’s Media Innovation Week, managing editor Laura Greenhalgh explained how Politico is working on connecting with Gen Z readers and the role of AI at the company.
27 September 2023
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To appeal to a younger audience, Pulsar NS 125 went to Jagran New Media to create a campaign for its street bike. The result was a successful three-part video series.
26 September 2023
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When Newslaundry readers expressed interest in an app to listen to its podcasts, the subscription-driven publication used crowdfunding to create it.
20 September 2023
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To reach a younger audience, Dagbladet launched its TikTok account in March 2022 and has achieved rapid growth, with some videos receiving more than 1 million views.
11 September 2023
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Aftenposten Junior skole was a hit with young readers. But by observing how children interacted with it, the company made changes to the front page structure and improved engagement.
10 September 2023
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During this week’s Webinar, Vebjørn Nevland, a data scientist at Verdens Gang (VG) in Norway, told INMA members how the company has leveraged AI to write summaries for every article it publishes with promising engagement results.
06 September 2023
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La Voz de Galicia created a new product, La Voz de Salud, to engage young readers with content about health. Using video and TikTok, the platform successfully expanded its audience to a younger age group.
06 September 2023
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To celebrate 10 years of being Norway’s only newspaper for children, Aftenposten Junior created a celebration within the popular Minecraft game to boost brand awareness, engagement, and sales.
20 August 2023
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The latest report by Aga Khan University’s (AKU) Graduate School of Media and Communications innovation wing, the Media Innovation Centre, should be every legacy media’s manual if they want to understand young audiences.
14 August 2023
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VG wanted to find out what happened to 30-year-old Nerid Høiness, who was found murdered in the Laotian jungle. Taking a multimedia approach to the story, journalist Natalie Remøe Hansen retraced Nerid’s steps to provide answers for her friends and family while also increasing audience engagement.
14 August 2023
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To engage children ages 11 to 17, The Hindu created a new Weekender publication, which featured five marquee issues on specific themes and was distributed to 170,000 students.
10 August 2023
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INMA Presentation File
26 May 2023
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INMA Presentation File
11 May 2023
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INMA Presentation File
14 September 2022
Read MoreIn January 2020, Børneavisen (a Danish weekly newspaper for children aged 9-12) launched a new app with an easily accessible online universe, which enables our readers to engage with and influence the editorial content of the print newspaper. The app is free to download and use – however, some features ...
01 March 2021
Read MoreWhen corona hit in late March, Amedia’s 78 newsrooms experienced the same effect as our peers around the world: a tsunami of interest pushed both readership and subscription sales to unprecedented heights. Our journalists worked flat-out and delivered hard news, and relevance to our readers – mornings, ...
01 March 2021
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The Correio of the Future Award reached more than 400 students and drew participants from seven universities in Brazil.
05 January 2021
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From the pages of 2019 Over two dozen new columns were launched by The Hindu In School in 2019 to educate, enlighten and engage children in the age group of 10 to 17. Here are some of them: TOP TEN: A weekly round-up of top ten international headlines from politics to sports. This column helps children ...
01 March 2020
Read MoreOUR FUTURE READERS?Our future readers were youth brought up on handheld devices for whom Social Media was a convenient source of news. Habituated to a medium designed to share and amplify opinions rather than creating them, they found Newspapers “passive”. We had to engage with these future readers.But ...
01 March 2020
Read MoreBeing a means for young readers to be creative, close to the younger generation, keeping young readers loyal to Kompas, and as a marketing tool to get new young readers.
01 March 2020
Read MorePosition: Build a strong brand between the brand and its key reader segment – women and young readers in our key markets. The content of the campaign was on the love and gratitude of young children for their mothers. Target at least a 3 lac revenue from the activity. Hindustan decided to leverage ...
01 March 2020
Read MoreOur aims and objectives for this campaign were as follows: We wanted younger voices to be represented in our coverage of the elections. We have a whole new generation of adults who have completely different attitudes towards political parties and the issues that are important to society than their ...
01 March 2020
Read MoreFor the Record, is an online media literacy program that introduces students to various aspects of journalism, including the importance of fact-checking, how a journalist conducts research, the role of a news librarian and many other topics. Our objective is to give young people a better understanding ...
01 March 2020
Read MoreAs a tabloid, the largest reader base for Mumbai Mirror has always been the youth. However, readership by the youth Research concluded that youth in Mumbai lacked an authentic and coherent narration of modern history of the mega-city. We decided to mirror the city’s past, its struggles, its victories ...
01 March 2020
Read MoreDN and its sub brand D2 wanted to engage a younger audience. Summer 2018 DN started a big insight project called “Ung” (Young). One key finding was that a lot of our younger readers did not feel we were able to engaged them enough, we did not write enough about young professionals and students and that ...
01 March 2020
Read MoreObjective: To introduce our young readers with a product which can cater their interest and entertain them and at the same time increase their knowledge. While its very common to hear people complaining about lack of newspaper reading habits among the youngsters, nobody seems to analyze the actual ...
01 March 2020
Read MoreThe 2019 WOTY poll had a clear goal: go beyond the poll’s current sphere of influence and attract more young readers to participate. Before the poll commenced, Lianhe Zaobao’s visual team studied the meanings of all 10 shortlisted Chinese characters and gave them a makeover, replacing some strokes with ...
01 March 2020
Read MoreThe big idea: Educate, reassure and rally young readers to act as “ambassadors” within their own social circles of family, schoolmates and friends. There were several issues to tackle, including the lack of age-appropriate and level-appropriate information for young readers; misinformation from many ...
01 March 2020
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