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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.

  • 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.

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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.

  • 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.

  • 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.

  • Pre-Launch Startups Lab

    This Lab supports news entrepreneurs in preparing to launch successful, trusted digital journalism organizations.

  • 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.

  • 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.

  • Product Design Sprint Lab

    This Lab helps journalists identify, experiment and test new ideas through design sprints.


To date, 700+ news organizations have participated in our Labs.

news organizations