INMA Knows Young Readers

Expressen decodes how to engage young audiences on TikTok

Recognising that younger audiences consume news differently, Expressen reorganised its social media efforts, focusing more on video platforms like TikTok.

09 December 2024

Dainik Jagran’s inext seeks safer digital world for young readers with Fake Friends campaign

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

El Comercio takes its campaign against illegal child marriages to social media

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

VG’s U.S. election coverage goes vertical, inviting viewer participation

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

GenAI can change everything about video content

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

Newsletter startup MorningCrunch dispels the myth that Gen Z doesn’t read

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

DRIVE aims to strengthen regional publishers with Future North Sea project

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

New INMA report looks at how Gen Z could change the print game

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

Data underpins decision-making to capture Gen Zers, Millennials at TUKO

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

4 news media companies share how they meet user needs

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

Expressen creates a Young Audience Focus Month to attract new users

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

Guardian, Bild explain SEO strategies for covering key global events

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

News publishers can reach their “missing” audiences with these 3 strategies

News companies can repurpose exciting or create new products, utilise user needs models, and consider value drivers to reach missing audiences.

06 October 2024

How FAZ acquired more young subscribers

INMA Presentation File

26 September 2024

AI, brand development, young audience engagement are on the minds of media leadership

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

Schibsted blends human insight with algorithms to improve personalisation

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

News brands can engage Gen Z readers in these 5 ways

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

Great Zimbabwe University Campus Radio finds an audience far beyond students

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

Minutes by Nikkei targets young readers who want concise, curated news

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

The Conversation focuses on user needs model, newsletters to increase engagement

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

Washington Post’s chatbot offers Climate Answers

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

Almost attracts Gen Z audiences with social-first content

News platform Almost creates journalism young people can engage with by using a social-first strategy.

03 September 2024

African news companies struggle with digital transformation in a difficult economy

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

F.A.Z. targets 25- to 35-year-olds with awareness campaign

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

Malayala Manorama initiative instills daily newspaper reading habits in students

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

Stuff’s Newsable provides daily audio news programme for the news avoidant

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

Draw in audience, consider time of posting to increase TikTok success

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

Netwerk24 and IOL share their video, mobile-first strategies for election coverage

In a recent INMA Webinar, Netwerk24 and Independent Online (IOL) shared their strategies for successfully covering the historic South Africa elections.

07 July 2024

Aftonbladet shares 3 lessons learned from its new AI hub

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

Atlanta Journal-Constitution celebrates hip-hop’s 50th anniversary with first documentary from AJC Films

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

The Straits Times invites young voters to Ask The Next President Anything

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

SvD launches disruptive new product Kompakt in 8 months

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

Fædrelandsvennen creates free subscription programme for students

To promote healthier media habits, Fædrelandsvennen teamed up with local businesses to offer all high school students free subscriptions.

11 June 2024

Tailoring social media content is essential for capturing the attention of young news readers

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

Nine Publishing meets young reader needs with hub featuring university news, tools

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

Bonnier News HPV campaign resulted in the highest vaccination rate in Sweden

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

La Nación reinvents its user experience to meet expectations of Gen Z

To cater to the preferences of younger audiences consuming content, La Nación created a TikTok-esque user experience.

27 May 2024

Newsday’s social media team increased video views by 56% by changing its strategy

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

Legit.ng media literacy project educates youth about fake news, trusted journalism

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

Philadelphia Inquirer looks to change perceptions with provocative “Unsubscribe” brand campaign

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

Dagbladet Pluss dedicates entire magazine to speaking out against bullying

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

What if it’s not them (young readers), it’s you (traditional news sources)?

Kassy Cho, founder and editor-in-chief of Almost, shares three priorities for news companies in their quest for young audiences.

08 May 2024

Politico, Reuters share strategies for building trust

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

News companies optimise subscription models with dynamic paywalls, targeted audience engagement

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

Monoculture kills growth inside, outside newsrooms

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

Journalism focused on solutions, progress can help re-engage young news avoiders

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

Schibsted, Bonnier executives share sustainability strategies amidst digital transformation

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

Helsingin Sanomat smuggles information into Russia using a popular shooting game

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

Data, AI, audience expansion techniques drive high-performance newsrooms in the digital era

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

Young people, news avoidance

INMA Presentation File

25 April 2024

Legit.ng, Tuko.co.ke share tech strategies for growing audience engagement

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

Social media engagement, reach, traffic dilemma poses challenges for news publishers

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

Göteborgs-Posten podcast uses an innovative format to find a new audience

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

Omni Mer app was built on understanding reader needs

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

NTM uses star symbol to identify articles that attract younger audiences

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

The intersection of AI, news, and search will be interesting for media and readers

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

Newly appointed Washington Post CEO/publisher shares his thoughts on the industry’s future

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

Wowzi leverages influencers for African news media companies

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

Journalism targeting children, teens explains Middle East conflict in age-appropriate ways

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

Sydney Morning Herald, Age capitalise on video, reach 100,000 YouTube subscribers

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

Nexo Jornal uses short videos about complex elections to accomplish newsroom mission

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

BBC, SKY, Guardian lean into live blogging, TikTok, AI to engage readers

Live blogging is a key feature for newsrooms hoping to attract younger audiences and maintain diverse engagement.

24 October 2023

AI-generated article summary hack-day experiments become standard feature at Schibsted

Articles with AI-generated summaries have open rates in the 20% to 30% range with strong engagement from younger readers.

23 October 2023

Straits Times creates immersive sports stories with Augmented Reality

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

Advance Local scores in subscriptions from high school sports content

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

Times of India’s Podcast Challenge creates a connection with students

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

New York Times uses Instagram to attract and retain new audiences

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

Stuff pairs with candy brand to create a new recipe for family fun

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

North Sea newsrooms engage local communities through constructive journalism

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

Media’s understanding of Gen Z is the first step to appealing to them

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

Politico is building its Gen Z readership ahead of 2024 European elections

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

Let’s chat about Gen Z

INMA Presentation File

27 September 2023

Jagran New Media creates 3-part campaign for advertiser seeking young audiences

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

Newslaundry built a news app requested and funded by readers

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

Dagbladet attracts younger audience with TikTok strategy

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

Aftenposten Junior uses active personalisation to help kids find content they love

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

AI-generated summaries increase reader engagement at VG

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

La Voz de Galicia reaches young readers with health content, including TikTok videos

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

Aftenposten Junior’s Minecraft party boosts awareness, sales, and engagement

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

Research: Young African audiences crave accessibility, convenience

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

VG uses multimedia format to investigate murder mystery

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

The Hindu In School helps young readers rediscover the fun in learning

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

Schibsted invests in text-to-speech to engage audiences

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

Sydney Morning Herald changes reporter training to suit modern times

Because the way audiences receive their news has changed, The Sydney Morning Herald decided to change the way reporters are trained.

08 August 2023

8world goes back to school to connect with young audiences

For Mediacorp-owned 8world, attracting the attention of young audiences required going back to school and working directly with students.

08 August 2023

Nikkei reaches younger audience with 2 new podcasts, news commentary product

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

Schibsted, Aftonbladet encourage young people to reimagine news coverage with IN/LAB programme

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

Attentional shifts continue, social media dependency for news expands

Research indicates a declining number of readers are accessing news Web sites directly, mostly due to social media.

10 July 2023

Young readers will pay for online content but not (yet) for traditional news sources

Research shows young people are willing to pay for content, so how do media companies create news they want to buy?

09 July 2023

Express revamps its social media channels, taking small steps to big numbers

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

Wyborcza combats political propaganda with #nononsenseschool

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

A Gazeta uses fox character to share political content, grow readership

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

NWT Media lowers its reader age by changing its content, marketing approach

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

Publishers should infuse Gen Z into their news organisations

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

Gen Z, young Millennial consumers reveal opportunities for diversifying content formats, channels

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

Media companies try to meet young readers where they are

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

News publishers can reach Gen Z through product, content

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

Gen Z questions the news media’s agenda

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

K—Campus

INMA Presentation File

26 May 2023

10 things you need to know before you tell Gen Z anything

INMA Presentation File

26 May 2023

Funke Interactive project maps where the earth will become uninhabitable

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

Designing for Gen Z

INMA Presentation File

11 May 2023

Infusing Next Gen into the organisation

INMA Presentation File

11 May 2023

News perspective on the generation that's changing everything

INMA Presentation File

11 May 2023

The Economist is reaching new audiences on TikTok

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

La Voz de Galicia connects with younger readers via new health product, social media

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

Wips uses unique social media posts for creative storytelling

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

El Comercio’s Hype provides multi-platform media for young audiences

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

Russmedia book project teaches children about climate change

As part of its long-term Climate Protection Award project, Russmedia created a book about climate change geared toward children.

02 February 2023

South African editor points to Gen Z readership as 2023 focus

City Press editor Mapula Nkosi shares her predictions about what 2023 will bring in regards to Gen Z readers.

26 January 2023

Kleine Zeitung builds digital brand with future journalism focus

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

Journalists must “show their work” to gain audience trust

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

To maximise its presence on TikTok, VG asks young users about their platform perceptions

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

Are Meta and the news industry done for good?

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

VK shares the secrets to attracting — and keeping — young audiences

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

Personalise content, choose relevant channels to reach Gen Z

Gen Z’s unique characteristics require news publishers to tailor their content and outreach strategies to attract this particular audience.

28 November 2022

Carreira uses multiple platforms to grow its younger audience

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

Sydney Morning Herald, Age see 2500% increase in followers with TikTok strategy

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

Are some of us too old to build relevant media products?

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

Latinoamérica Piensa uses Causas newsletter to improve engagement

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

South China Morning Post attracts younger generations with cultural documentaries

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

Multimedia Group is raising revenue one stream at a time

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

When the pandemic gave it lemons, Dainik Jagran-inext changed the way it reached readers

Dainik Jagran-inext created a new business vertical during the COVID pandemic that attracted both audiences and advertisers.

16 October 2022

Today reaches youths with live Webinars on Instagram and TikTok

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

Today leverages TikTok to boost news consumption

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

Should TikTok be an end destination?

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

Should we rethink other platforms as an end destination?

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

Gen Z media innovation specialist offers 5 ways to appeal to her generation

Format, facts, and authenticity are among the important ways news media companies can reach Gen Z readers.

18 September 2022

Schibsted’s lab attracts younger news outsiders by listening

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

#UseTheNews: DPA Initiative across Europe

INMA Presentation File

14 September 2022

Tags-Anzeiger Youth Lab

INMA Presentation File

14 September 2022

Hooking the Enfants Terribles: What do GenZ even want?

INMA Presentation File

14 September 2022

NWZ StudiPLUS

INMA Presentation File

13 September 2022

These 5 tips make hiring, attracting Gen Z easy

Zoomers are the customers of the future, and companies must have them on their teams to succeed.

12 September 2022

Newsday used graphics, video, and a 6-foot dog to gain digital subscribers

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

So you think your media company knows Gen Z?

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

Economist reaches new audiences with Instagram

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

Winnipeg Free Press shares its strategy for building an Instagram following

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

Reuters Institute report sheds light on younger reader preferences

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

Pulse expands engagement with social media growth, products

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

No, the kids are not all right (and why publishers should care)

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

Wall Street Journal drives subscription growth with student programme

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

Financial Review engages younger audience beginning their investing journey

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

Today grows young audience with TikTok strategy

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

Decoding Gen Z: Axel Springer shares changes needed to reach young readers

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

Funke’s TikTok channel attracts Gen Z audience with political news

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

Research shows younger users create a shift in news consumption

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

Kleine Zeitung taps TV market to reach young audiences

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

Bloomberg Línea shares creative, cost-effective ways to tell stories on TikTok

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

The News Movement reaches young readers on their platforms

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

The News Movement offers journalism to young readers on their trusted platforms

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

Election coverage is social friendly for younger readers at Sydney Morning Herald, Age

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

Kleine Zeitung uses “future journalism,” regionality to guide digital repositioning

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

Kleine Zeitung’s Futter magazine leverages Instagram to attract young readers

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

Kauppalehti’s New Audiences project collects new ideas to reach younger readers

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

Dagens Næringsliv explores how to develop product young users will love

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

Gen Z readers need news media to know these 3 things

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

Kleine Zeitung weekend editions relaunch with focus on reading, living

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

Youth-oriented subscription campaign drives growth for Kleine Zeitung

Kleine Zeitung created a campaign to promote its new offering: a digital product that caters to a younger target audience.

20 February 2022

Wall Street Journal builds relationships with students, drives future growth

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

Helsingin Sanomat reinvented print media for younger audiences

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

ABP creates new revenue stream with education during lockdowns

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

Helsingin Sanomat reinvents print newspaper for children

To attract a younger audience, Helsingin Sanomat made a bold move: It launched a print newspaper for children.

28 November 2021

The Herald, Age break down COP26 content to engage, educate readers

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

The Australian finds Insta success with new strategy

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

Dagens Næringsliv attracts young readers with gamification of stock market

Dagens Næringsliv leveraged the growing popularity of investing to create a game that attracted a younger audience.

18 October 2021

VGTV’s successful podcast leads to book, TV show

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

Vía Urbano captures young audience with urban music content

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

Público leverages Instagram to boost its readership

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

Sydney Morning Herald reaches younger demographic with Instagram strategy

The Sydney Morning Herald has created a distinct Herald-style template for both in-feed and Stories posts on Instagram.

30 August 2021

Vijay Karnataka hosts digital talent competition for local youngsters

Vijay Karnataka’s platform provided a way for young people to relieve their boredom and showcase their talents during lockdown.

30 August 2021

LNP|LancasterOnline’s special Schools section celebrates student perspectives

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

Deeper storytelling boosts Newsday’s social media engagement

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

Kauppalehti reaches out to younger readers with sustainability reporting

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

Blick shares 6 ways to reach Gen Z with news (hint: Instagram)

Generation Z prefers content that is presented in a short, simple, and entertaining way — mostly on social media (predominantly Instagram).

06 June 2021

WSJ’s virtual Student Editor Summit increases engagement with college students

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

Kleine Zeitung launches Future Talks to capture younger audience

The Future Talks virtual series gives Kleine Zeitung a younger, fresher image, attracting Gen Y and Gen Z to the brand.

05 April 2021

VGTV delivers compelling documentary via mobile, reaching young and female audiences

VGTV's mobile documentary, “Tarjei’s Experiment,” followed 29-year-old Tarjei Flove as he battled lymphoma on his own terms.

04 April 2021

Advance Media connects students and colleges with virtual fair

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

Calgary Herald celebrates high school graduates amidst pandemic

When COVID-19 halted high school graduation celebrations, the Calgary Herald stepped up to make sure the occasion would be remembered.

25 March 2021

Targeting light readers (younger, female) can boost audience growth

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

News UK uses data to tailor content to young and female readers

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

Aftenposten Junior translates tough news for young readers

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

Reaction TV captures Dagbladet TV’s young viewers

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

The children''s very own app

In 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

Organising away the corona doldrums, propelling record-breaking reader engagement

When 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

Rede Bahia connects with young talent through its Correio of the Future Award

The Correio of the Future Award reached more than 400 students and drew participants from seven universities in Brazil.

05 January 2021

Understanding Gen Y, Z, and meaningful diversity is vital for media transformation

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

Times of India’s “phyigital” game attracts young readers to print newspaper

Nearly 60% of the users playing the phyigital housie game were 30 years old or younger.

30 November 2020

First News aims to be the one-stop global resource of news for children

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

Dainik Jagran reaches out to the generation that could save us

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

JP/Politikens Hus’ Børneavisen attracts young readers to print

Children ages 9 to 12 are the target audience for the weekly print publication Børneavisen.

10 November 2020

Straits Times makes sense of the pandemic for young readers

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

Kleine Zeitung turns casual Gen Y visitors into loyal subscribers

Kleine Zeitung’s image campaign targets a younger audience that no longer reads print for its Kleine Web + App Abo.

19 October 2020

Amedia cracks the code on how to attract younger readers: journalism

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

Amedia grows digital subscriptions post COVID-bump

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

VG reaches young, female audience with news explainer videos on Snapchat

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

Times of India’s “Lost Votes” campaign ignites a mass movement, compels change

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

Offering Aftenposten Junior for free during lockdown increased subscriptions

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

Bergens Tidende uses AI to reveal newsroom biases, diversify coverage

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

HLN.be uses Stories to attract a younger audience

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

VGTV reaches 200,000 young viewers with innovative platform

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

VG engaged a younger audience by talking about loneliness — in a song

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

How COVID-19 turned a youth media start-up into a live broadcasting programme

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

Kleine Zeitung attracts new generation of readers through its “Dependent on independence” campaign

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

The Hindu In School

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

Talking to Future Readers in their Language

OUR 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

Kompas Muda x Djakarta Warehouse Project: Give the Youth Community a Chance and Challenge. Young Readers are the Future

Being 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

Leveraging an event to build brand affinity - Mothers day

Position: 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

Born Free

Our 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

For the Record - Media Literacy program for young readers

For 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

MumbaiMirrored : Tapping History to Spark Future Debates

As 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

Young Stars of Sustainability

DN 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

Yougle

Objective: 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

Word of the Year Singapore 2019

The 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

Making Sense of the Pandemic for Young Readers

The 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

Guardian Weekly’s new design and print relaunch resonate with younger audiences

The Guardian’s director of print discusses how launching a redesigned print product resonated with new and younger audiences.

16 January 2020

Introduction

Exclusive INMA material on “Young Readers”

Expressen decodes how to engage young audiences on TikTok

Dainik Jagran’s inext seeks safer digital world for young readers with Fake Friends campaign

El Comercio takes its campaign against illegal child marriages to social media

VG’s U.S. election coverage goes vertical, inviting viewer participation

GenAI can change everything about video content

Newsletter startup MorningCrunch dispels the myth that Gen Z doesn’t read

DRIVE aims to strengthen regional publishers with Future North Sea project

New INMA report looks at how Gen Z could change the print game

Data underpins decision-making to capture Gen Zers, Millennials at TUKO

4 news media companies share how they meet user needs

Expressen creates a Young Audience Focus Month to attract new users

Guardian, Bild explain SEO strategies for covering key global events

News publishers can reach their “missing” audiences with these 3 strategies

How FAZ acquired more young subscribers

AI, brand development, young audience engagement are on the minds of media leadership

Schibsted blends human insight with algorithms to improve personalisation

News brands can engage Gen Z readers in these 5 ways

Great Zimbabwe University Campus Radio finds an audience far beyond students

Minutes by Nikkei targets young readers who want concise, curated news

The Conversation focuses on user needs model, newsletters to increase engagement

Washington Post’s chatbot offers Climate Answers

Almost attracts Gen Z audiences with social-first content

African news companies struggle with digital transformation in a difficult economy

F.A.Z. targets 25- to 35-year-olds with awareness campaign

Malayala Manorama initiative instills daily newspaper reading habits in students

Stuff’s Newsable provides daily audio news programme for the news avoidant

Draw in audience, consider time of posting to increase TikTok success

Netwerk24 and IOL share their video, mobile-first strategies for election coverage

Aftonbladet shares 3 lessons learned from its new AI hub

Atlanta Journal-Constitution celebrates hip-hop’s 50th anniversary with first documentary from AJC Films

The Straits Times invites young voters to Ask The Next President Anything

SvD launches disruptive new product Kompakt in 8 months

Fædrelandsvennen creates free subscription programme for students

Tailoring social media content is essential for capturing the attention of young news readers

Nine Publishing meets young reader needs with hub featuring university news, tools

Bonnier News HPV campaign resulted in the highest vaccination rate in Sweden

La Nación reinvents its user experience to meet expectations of Gen Z

Newsday’s social media team increased video views by 56% by changing its strategy

Legit.ng media literacy project educates youth about fake news, trusted journalism

Philadelphia Inquirer looks to change perceptions with provocative “Unsubscribe” brand campaign

Dagbladet Pluss dedicates entire magazine to speaking out against bullying

What if it’s not them (young readers), it’s you (traditional news sources)?

Politico, Reuters share strategies for building trust

News companies optimise subscription models with dynamic paywalls, targeted audience engagement

Monoculture kills growth inside, outside newsrooms

Journalism focused on solutions, progress can help re-engage young news avoiders

Schibsted, Bonnier executives share sustainability strategies amidst digital transformation

Helsingin Sanomat smuggles information into Russia using a popular shooting game

Data, AI, audience expansion techniques drive high-performance newsrooms in the digital era

Young people, news avoidance

Legit.ng, Tuko.co.ke share tech strategies for growing audience engagement

Social media engagement, reach, traffic dilemma poses challenges for news publishers

Göteborgs-Posten podcast uses an innovative format to find a new audience

Omni Mer app was built on understanding reader needs

NTM uses star symbol to identify articles that attract younger audiences

The intersection of AI, news, and search will be interesting for media and readers

Newly appointed Washington Post CEO/publisher shares his thoughts on the industry’s future

Wowzi leverages influencers for African news media companies

Journalism targeting children, teens explains Middle East conflict in age-appropriate ways

Sydney Morning Herald, Age capitalise on video, reach 100,000 YouTube subscribers

Nexo Jornal uses short videos about complex elections to accomplish newsroom mission

BBC, SKY, Guardian lean into live blogging, TikTok, AI to engage readers

AI-generated article summary hack-day experiments become standard feature at Schibsted

Straits Times creates immersive sports stories with Augmented Reality

Advance Local scores in subscriptions from high school sports content

Times of India’s Podcast Challenge creates a connection with students

New York Times uses Instagram to attract and retain new audiences

Stuff pairs with candy brand to create a new recipe for family fun

North Sea newsrooms engage local communities through constructive journalism

Media’s understanding of Gen Z is the first step to appealing to them

Politico is building its Gen Z readership ahead of 2024 European elections

Let’s chat about Gen Z

Jagran New Media creates 3-part campaign for advertiser seeking young audiences

Newslaundry built a news app requested and funded by readers

Dagbladet attracts younger audience with TikTok strategy

Aftenposten Junior uses active personalisation to help kids find content they love

AI-generated summaries increase reader engagement at VG

La Voz de Galicia reaches young readers with health content, including TikTok videos