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.
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.
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.