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Tools and ideas and a global community for newsroom leaders

Newsroom Initiative

How newsroom leaders can influence their businesses and create journalism products that serve audiences and meet the promise of reader and advertising models – putting journalism at the heart of publishing

Take part and help shape the Newsroom Initiative with your ideas and experiences





“We should never forget that at our core, we are an editorial-driven business, led by people not algorithms, connected to their communities. We should leverage data, but we should not do so at the expense of intuition or creativity.”

— Damian Eales, Global Head of Transformation, News Corp, and President, INMA (January 2022)

Scope of the Initiative

BUSINESS MODELS FOR JOURNALISM

Go deep on the drivers of reader-revenue models, advertising, and user-centric thinking in journalism and news products.

CREATING HIGH-VALUE JOURNALISM

Turning journalistic principles of quality and trust into core business values that create loyalty and generate revenue.

IMPACT AND INFLUENCE

How to get beyond the power struggle and influence strategy across your publishing businesses and take the newsroom with you.

“Subscriptions put the newsroom back in the centre of the news organisation. I have heard businesspeople complaining for years about their editor who doesn’t get it. It’s not true anymore. It’s all about journalism, about engaging readers.”

— Gerold Riedmann, Editor in Chief, Vorarlberger Nachrichten and Managing Director Russmedia, and President, INMA Europe Division)

Ways to Connect

Newsletter

Get bi-weekly Advertising Initiative newsletters in your inbox. Sign up here

Webinars

Join newsroom peers for practical members-only upcoming webinars.

Master Classes

Connect with the best editorial minds and exchange ideas in deep-dive master classes focused on putting newsrooms in the news business and reader engagement. See schedule here

Report

Download our latest reports on advertising sales. Click here to view.

Conferences

At INMA conferences throughout the year, get an executive-level overview of advertising trends and developments.

Ask me anything

Corporate members may connect with Newsroom Initiative Lead Peter Bale for private briefings on newsroom innovation. Contact INMA



Mission

The mission of the INMA Newsroom Initiative is to focus on how newsroom leaders can influence their businesses and create journalism products that serve audiences and meet the promise of reader and advertising models – putting journalism at the heart of publishing. The INMA Newsroom Initiative was approved by the association’s Board of Directors and implemented February 1, 2022.

Newsroom Initiative Lead

Peter Bale is a journalist and media consultant with a history in some of the world’s most prominent publishers: from Reuters to News Corp, the Financial Times, and CNN, and others. He’s worked in commercial and non-profit media and developed compelling digital products built on great journalism.

Newsroom Initiative Advisory Council

  • Miriyana Alexander
    Head of Premium, New Zealand Herald
    NZME
    New Zealand
  • Espen Egil Hansen
    International Advisor
    JP/Politiken
    Denmark