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Google News Initiative

Reader Revenue Lab

Reader Revenue Lab Session

Growing digital revenue directly from your audiences — subscriptions, membership, or donations — is critical for most news organizations.

In the Google News Initiative’s Reader Revenue Lab, cross-functional teams work in real-time — supported by expert coaches and insights from peers — to drive incremental reader revenue now and long-term recurring value over time.

The Lab is free of cost and run in collaboration with Blue Engine Collaborative. Blue Engine Collaborative is a team of dozens of coaches and advisors around the globe, focusing on digital transformation, audience growth and engagement, product development, strategic planning, and revenue growth. Blue Engine has worked with more than 1,000 organizations of all sizes and types, all in the spirit of fostering a more equitable and informed society, since its founding in 2016.

This Lab is currently available in English, Spanish, and Portuguese.

If you do not have an existing reader revenue business, we recommend applying to our Fundamentals Lab.

While we are not currently accepting applications for this lab, please sign up for our newsletter to get notified about future versions of this lab and other Google News Initiative programs.

Lab content

Grow reader revenue to support your journalistic mission by turning loyal audience members into subscribers, donors, or members using industry best practices.

The 4-month program includes:

  • Eight live virtual sessions with up to 14 other news organizations
  • Personalized, weekly 1:1 coaching from a dedicated advisor, with deep, practical consumer revenue experience
  • Small-group sessions with other news organizations who face similar challenges


You are welcome to apply if your news organization:
✓ Has produced a regular cadence of original news content (i.e. not lifestyle, sports, etc) on a website for at least three months
✓ Has a minimum of two full-time employee (FTE) journalists, up to a maximum of 10 FTE journalists.
✓ Is focused on one or more of the following:

  • Public interest journalism
  • Filling an information gap
  • Covering a specific geography or topic
  • Serving an underserved community
  • Exploring new ways to deliver and/or monetize information

✓ Has a news product (website, newsletter, etc), with demonstrated traction via site visits, sign-ups, and/or earned revenue
✓ Is willing to test and improve your workflows, products, and technology

and you…
✓ Can commit 5-10 hours per week to the program
✓ Can assign a Project Manager to manage attendance and assignments
✓ Are willing to share insights with other publishers and the greater news industry

✓ You must be independently owned and operated
✓ You must not employ government officials or individuals that are also employed by government entities
✓ You must not be a Google employee or contractor


  • We have not yet announced the next version of the lab.

    In the meantime please sign up for our newsletter to get notified about future versions of this lab and other Google News Initiative programs. And we are always taking applications for our Fundamentals Lab — in which Google reviews your news organization's website and shares practical, easy-to-follow guidance about audience engagement, ad revenue, and reader revenue — if you are interested in that program instead.

  • Google staff will review all applications and determine a cohort that can collaboratively work together and learn from each other. We may request additional information via email regarding your application.

    All applicants will be notified of selection decisions via email within six weeks.

  • Email with any questions or for additional guidance.

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