10:00 a.m.-12:30 p.m.
(New York time)

What this module will cover

Newsroom transformation is an ever-evolving concept as we learn more about our audiences and adapt to changing platforms and technology. The concept of newsroom transformation covers everything from your culture to the data you monitor to the way you’re organised. So where should you start or focus your attention to best deliver on your goals?

10:00 a.m.-10:15 a.m. (New York time)
Introduction

Join this session for an overview of INMA’s Newsroom Transformation Initiative and what to expect out of this first-of-its-kind master class.

Amalie Nash, Newsroom Transformation Initiative Lead, INMA



10:15 a.m.-10:45 a.m. (New York time)
Keynote: How has the role of a journalist changed in this fractured and evolving media landscape?

Emma Löfgren is a senior digital news editor who believes journalism can help people find their place in the world. Löfgren, editor at The Local and contributor at The Fix, is currently running a newsletter course that includes 400 editorial leaders and explores how newsrooms can build, grow, and serve their audience. She’ll talk about what she’s learned so far and what she sees for the future of journalism in the world.

Emma Löfgren, Senior Digital News Editor, The Local, and Writer, The Fix, Sweden



10:45 a.m.-11:15 a.m. (New York time)
8 years into the user needs journey

The user needs model for news was developed by BBC World Service in 2016, leading to a better understanding of the various needs of audience members. Newsrooms that have adopted a user needs-based content strategy to their work are more effective internally and distinctive externally. We will talk about his eight-year user needs journey, as well as where the model may go next.

Dmitry Shishkin, CEO, Ringier Media International, Switzerland



11:15 a.m.-11:25 a.m. (New York time)
Transform your content strategy in the moment with real-time user needs data

It’s difficult to make changes to your strategy without data or accountability. Learn how to use data visualizations and real-time dashboards that map user needs to bolster your impact and engagement with readers. Rutger Verhoeven, CMO and co-founder of smart content analytics system smartocto, will explain how various tools – such as notifications and dashboards – can help publishers adapt their content as stories unfold, leading to better results.

Rutger Verhoeven, CMO and Co-Founder, smartocto, Netherlands



11:25 a.m.-11:55 a.m. (New York time)
How to create a strong intergenerational newsroom culture

So much of the success of a newsroom is rooted in its culture and willingness to evolve. Newsrooms often also face a generational divide between longtime employees – many in leadership positions – and a younger generation interested in doing journalism differently. Marci Alboher is a former journalist for The New York Times who is now an author/speaker/nonprofit leader with deep experience at the intersection of workplace and career issues and intergenerational relationships. Duncan Magidson leads digital communications at CoGenerate and is a frequent speaker on the power of cogeneration at work.

Marci Alboher, Vice President, Narrative Strategy and Thought Leadership, CoGenerate, United States
Duncan Magidson, Digital Communications Specialist, CoGenerate, United States



11:55 a.m.-12:25 p.m. (New York time)
Educating newsrooms in the business of journalism

What is the role of the newsroom in the business of journalism? Newsrooms must be able to create valuable content that users want to read and are willing to pay for, but too often, journalists are kept out of the business side of the operation. Local media conglomerate NTM in Sweden has focused on auditing content to provide clear direction to its newsrooms on what’s working and what needs to change.

Jens Pettersson, Head of Editorial Development, NTM, Sweden



12:25 p.m.-12:30 p.m. (New York time)
Takeaways of the day and overtime
Amalie Nash, Newsroom Transformation Initiative Lead, INMA

10:00 a.m.-12:30 p.m.
(New York time)

What this module will cover

To build a loyal audience and attract new readers, our journalism must be relevant and essential. That requires a laser-focus on readers, who we can better understand through data and a modern user needs framework. This module will dig into the metrics that matter and how successful newsrooms are responsive to their audiences.

10:00 a.m.-10:05 a.m. (New York time)
Welcome, recap, and introductions
Amalie Nash, Newsroom Transformation Initiative Lead, INMA



10:05 a.m.-10:45 a.m. (New York time)
What going digital-only taught one organisation about transformation

In 2019, Rede Gazeta in Brazil took the bold step of eliminating print and going digital-only, a seismic change that transformed the work of the newsroom. Eduardo Lindenberg de Azevedo, director of innovation, will talk about what worked – and what needed to be improved – during that process. He’ll also touch on what’s next at Rede Gazeta and will offer a blueprint and advice for other media companies.

Eduardo Lindenberg de Azevedo, Director of Innovation, Rede Gazeta, Brazil



10:45 a.m.-11:15 a.m. (New York time)
Knowing what metrics you should be monitoring

Analytics tools offer almost endless data points to measure: page views, return frequency, time on site, subscriber page views, conversions, traffic sources –– the list goes on. So how do you know what you should be looking at on a regular basis? Josh Awtry of Newsweek will break it down and offer practical advice on what to watch and how to respond to the trends you’re seeing.

Josh Awtry, Senior Vice President for Audience, Newsweek, United States



11:15 a.m.-11:45 a.m. (New York time)
Growing your audience by honing in on niche topics

Many general interest news brands lean into a broad content strategy in the hopes of finding the widest swath of readership. But Newsday and others are seeing better success by narrowing the strategy to key topics that can show tangible growth. Newsday is currently focusing what it calls its “initiative treatment” on three areas: Travel, the state of New York and investigations. The results have been strong enough to justify adding resources.

Shawna VanNess, Associate Managing Editor, Newsday, United States



11:45 a.m.-12:15 p.m. (New York time)
The power of data: Strategies for engaging and retaining younger audiences

Legit, a media holding with top digital news websites in Nigeria, Kenya, Ghana and South Africa, reaches a younger audience, with 90% of its readership coming from mobile. They’ve unlocked a formula for serving younger readers by: watching data closely, cultivating data fluency and transparency in the newsroom, experimenting with social media distribution formats and covering topics that are of particular interest to youth. They’ll share more about their strategy and what others can learn from it.

Olena Bohynska, Co-CEO, Legit, Ukraine



12:15 p.m.-12:30 p.m. (New York time)
Takeaways of the day and overtime
Amalie Nash, Newsroom Transformation Initiative Lead, INMA

10:00 a.m.-12:30 p.m.
(New York time)

Reorganisation can play a significant role in newsroom transformation, and it’s something leadership should be looking at continuously. Training is another critical component of that work to ensure your journalists are keeping pace with change. In this module, we look at different organisational case studies and best practices.

10:00 a.m.-10:05 a.m. (New York time)
Welcome, recap, and introductions
Amalie Nash, Newsroom Transformation Initiative Lead, INMA



10:05 a.m.-10:45 a.m. (New York time)
A counter-intuitive newsroom reorganisation drives business results

A decade ago, Stuff in New Zealand created a truly digital-first newsroom, uniting print teams into a powerful news team for stuff.co.nz. In 2023, as new challenges emerged, it was time for another bold leap. Stuff could differentiate between scale, free Stuff.co.nz and the heritage subscriber mastheads - not through one newsroom, but by counterintuitively building separate teams and business models - from the ground up.

Joanna Norris, Managing Director, Stuff Masthead Publishing, New Zealand



10:45 a.m.-11:15 a.m. (New York time)
Unifying the newsroom to accelerate digital growth

Meanwhile, OVB Media in Germany embarked on an ambitious project with dual objectives: to strategically merge the strengths of its two newsrooms – the traditional newspaper and the digital reach portals – and to achieve a significant milestone in subscription growth. The goal also was to strike a balance between the traditional print production and the transformative efforts toward a digital-first approach.

Florian Schiller, Managing Director, OVB Media, Germany



11:15 a.m.-11:45 a.m. (New York time)
Key lessons from the trenches in newsroom transformation

Hear from an expert who has been through newsroom transformation — more than once — and how those lessons can help your newsroom, no matter where it is in its transformation. This session will be packed with tips and tricks on change management, creating a sense of urgency and more.

Lena K. Samuelsson, Senior Advisor, Schibsted, Sweden



11:45 a.m.-12:15 p.m. (New York time)
The role of editors in times of change and uncertainty

Editorial leaders are responsible for guiding journalists but must also be attuned to audiences, especially in polarized contexts like today's. Chani Guyot is a journalist, editor, and musician in Argentina who will offer practical advice for editorial leaders, including expanding the conversation, handling tensions within the newsroom, and reconnecting journalists with their purpose.

Chani Guyot, Publisher, Human Journalism Network, Argentina



12:15 p.m.-12:30 p.m. (New York time)
Takeaways of the day and Master Class conclusions

In this closing session, INMA will aim to identify the key conclusions emanating from this three-module master class on newsroom transformation. Where does the master class point newsrooms in this journey?

Amalie Nash, Newsroom Transformation Initiative Lead, INMA