Labs
Labs are the Google News Initiative's most selective, in-depth training programs, providing expert coaching and technical expertise to small groups of news organizations, around the world.
Whether you are founding a new publication or transforming an existing one, our Labs offer deep support from a coach, Google, and a community of peers. Learn more below about our different labs, and apply for open labs.
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Fundamentals Lab
In our primary Lab, the Google News Initiative reviews your news site and shares practical, easy-to-follow steps to grow your audience, ad revenue, and reader revenue.
Open now
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Audience Development Lab
Selected news organizations focus on understanding their audiences more deeply, expanding their reach and discovery, and building loyalty.
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Advertising Revenue Lab
This Lab focuses on growing advertising and sponsorship revenue by building long-term relationships with advertisers through direct sales, programmatic advertising, and other sellable assets.
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Reader Revenue Lab
Grow reader revenue to support your journalistic mission by turning loyal audience members into subscribers, donors, or members using industry best practices.
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Pre-Launch Startups Lab
This Lab supports news entrepreneurs in preparing to launch successful, trusted digital journalism organizations.
Open now
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Post-Launch Startups Lab
This program supports early-stage digital journalism startups reach the next level of success – with the goal of increasing your traffic, revenue, and business capabilities.
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Fighting Misinformation Lab
Participating news organizations will learn how to strengthen their workflows for identifying misinformation and using digital verification tools to avoid repeating falsehoods.
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Product Design Sprint Lab
This Lab helps journalists identify, experiment and test new ideas through design sprints.
Progress
To date, 700+ news organizations have participated in our Labs.
