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Recordings From INMA's Master Classes and Conferences

Creating High-value Journalism

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 This session explores how news publishers can do more of the best and less of the rest, how quality can be quantified, and how to turn judgment and experience into powerful business tools. Sally Lehrman, chief executive officer of The Trust Project, kicks the session off with a discussion of how to earn the trust of readers. Next, Chris Moran, head of innovation at The Guardian, dives into maximising high-value content in ways that can increase engagement, trust, and the perception of value among readers and the newsroom. Then, in a timely discussion, Natalia Antelava, co-founder, Coda Media Inc., and publisher of, talks about the invasion of Ukraine and its implications for media, trust, and disinformation. Finally, Peter Bale, INMA Newsroom Initiative lead, moderates a panel of our speakers plus a couple of special guest experts to look at what we’ve learned about trust and quality, how to promote the high-value journalism we all want to see, and ask whether readers really want it and are prepared to pay for it.

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