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Business Resources

Understand how you can grow your small-to-midsize news organization’s digital business through a range of free playbooks, interactive exercises, digital workshops and labs.
Reader Revenue
We've designed resources to help you explore how to launch a subscription, membership, or contribution model to earn revenue directly from your audience.These materials have been developed with the help of industry experts and news publishers across the world.
Audience Development
We designed these resources to help you attract more readers and deepen their engagement. These materials have been developed with the help of industry experts and news organizations globally.
Digital Startups
In partnership with some of the industry’s most trusted experts, we've designed programs and resources to help you launch and scale a sustainable news business.
Data
We designed these resources to help you benchmark your business against other news organizations and prioritize how you can collect, analyze and activate data to advance your overall business goals. These materials have been developed with the help of industry experts and news publishers across the world.
Advertising Revenue
We've designed resources to help you set up your digital advertising revenue business, invest in the people, processes, and technology to power your organization, understand key factors for success and adopt best practices to grow your advertising business. These materials have been developed with the help of industry experts and news publishers across the world.
Product
We designed these resources to help you build products that better meet your readers’ needs and ultimately, lead to a more sustainable business.
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Developing and communicating your value proposition

Learn how to strengthen your value proposition with journalism, differentiated membership benefits, and compelling messaging.

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Establishing your reader revenue foundations

Learn how to size your potential reader revenue opportunity and better understand your readers’ needs leveraging surveys, interviews, and audience analytics.

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Reader Revenue Overview

A summary of the best practices for reader revenue success and an overview of other workshops and supporting materials in the curriculum.

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Expert Panel: Best practices for growing, engaging and retaining your audience in the US & Canada (English)

Learn best practices from industry experts and publishers on growing a loyal audience.

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Expert Panel: Best practices for growing, engaging and retaining your audience in Asia Pacific (English)

Learn best practices from industry experts and publishers on building and growing reader revenue models.

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Expert Panel: Best practices for growing, engaging and retaining your audience in Spanish Latin America (Spanish, with English subtitles)

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Expert Panel: Best practices for growing, engaging and retaining your audience in Brazil (Portuguese, with English subtitles)

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Expert Panel: Contributions

Learn best practices from industry experts and publishers on building and growing reader revenue models.

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Optimizing the user funnel

Learn about the most important user funnel metrics for your reader revenue model, compare them with industry benchmarks, and identify tactics you can use to improve your performance.

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Planning for long-term success

Learn how to focus your organization on a high-level reader revenue strategy, and marry that with an operational plan to help you achieve your goal.

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Understanding your Audience

An overview of best practices to make your readers both come back to your site and stay longer. In this module, we will introduce you to News Consumer Insights and how you can use it to get actionable and custom recommendations to improve your audience strategy.

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Expert Panel: Real examples and best practices on building effective and sustainable digital advertising businesses

Learn what news organizations in North America have done to grow, engage and retain their audiences, even with minimal resources. Through this panel, you’ll hear about practical examples and discuss your questions with the panelists.

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Growing Reach and Deepening Engagement

Learn to turn your data into actionable recommendations. In this workshop we will go deeper into practical tips you can apply to get more visits (e.g. through newsletters, push notifications and optimized discoverability) as well as longer visits (through an improved recirculation strategy and a faster site).

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Setting an Audience-Centric Culture

In this module we’ll discuss ways in which you can build your organization’s culture to be more audience-centric by looking into your organization structure and workflows, even within a small news organization with limited resources.

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Experimenting Your Way to Growth

How can your digital news startup find loyal audience members, become more sustainable and create meaningful impact? By adopting an experimentation mindset. GNI Boot Camp Leader Phillip Smith and real-life startup founders will help you understand how to create and run a successful growth experiment and how you can use the results to make better strategic decisions for your future.

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Building Your Startup from the Ground Up

This is your crash course on the legal, financial and operational details you need to know to get your startup running as soon as possible. Explore the different business models and financial implications to find the path that’s right for you, find resources to help you launch and grow your business idea, and join some recent startup founders for an extended Q&A to answer all of your burning questions.

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Finding Your 'Why'

So you are thinking about starting a news startup -- or you've already launched your idea and are on your way. The most successful news startups know who they are serving and what problems they are solving for their audience. Our veteran startup founders will share how to turn your mission into a successful business plan and help you think through ways you can serve your community and find your first readers.

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Register now to watch the series online

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Setting up the basics and building your team (beginner level)

An introduction to the basics of digital advertising and the different tools needed to run a successful digital advertising business. This module is suitable for those without programmatic ads businesses or would like a refresher on the basics of digital advertising.

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Expert Panel: Real examples and best practices on building effective and sustainable digital advertising businesses in the US & Canada (English, subtitles provided)

Learn what news organizations in North America have done to monetize their web content and grow digital advertising revenue. In this panel, you’ll hear about practical examples and discuss your questions with the panelists.

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Leveraging your audience to accelerate ad revenue (intermediate)

Learn to maximize advertising revenue potential using audience insights. In this workshop, we will discuss how measuring and segmenting your digital audiences in privacy-compliant ways can help you determine your value proposition to advertisers. We will go over the factors that are key for long-term advertising revenue success, such as site performance, viewability rates, and visit frequency.

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Packaging, pricing, and optimizing your ad offerings

In this module we will dive into how to develop sales solutions and product strategies. We will discuss best tactics for identifying ad products, pricing campaigns, packaging your offerings, and continuously improving campaign performance.

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Canada Workshop Series

Canadian news organizations are invited to register for our free 10-part business workshop series created for and with Canadian publishers, starting January 2022, in English and French.

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Google News Initiative: Introduction to Core Web Vitals

Join Nicole Rocchio from the News Consumer Insights team and Chris Lamont, our resident Web Ecosystems expert as they demystify Core Web Vitals. Learn about the 3 components of Core Web Vitals, how they relate to Search and enjoy a front row seat as Chris walks through available tools you can use to measure and ensure that your site passes the Core Web Vitals test.

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Digital Publishing Success

Discover how to meet the demands of your digital readers and keep up-to-date with current trends by focusing on the new priorities: readers, data and assets. The session will cover: - Positioning yourselves in the digital world and rethinking your value proposition by completing the NICHE framework. - How creating a revenue mix might help you achieve commercial success in the short, medium and long term. - Planning strategically for the future and discovering new ‘priorities’

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Establishing a digital newsroom

Learn more about how to evolve your traditional publishing business, support your culture and embrace the digital newsroom. The session will cover: - How you could restructure roles and priorities to help you succeed in the online world. - Ways to approach and develop your digital product. - Emerging technologies and how they could help you become a successful publisher.

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Growing your readership

Analyse changing consumer behaviours, discover ways to grow your readership online and develop a loyal digital community. The session will cover: - The world is changing and so is your reader. What do your customers want?Ways to maintain loyal readers as reader behaviour changes over time. - Suggestions on how to become more relevant to you readers. - How to create a user journey map to help understand who your future readers are and what you could offer them

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Creating Content for Digital

Discover the value of mixed media content, embrace new ways to produce content online and explore digital distribution. The session will cover: New media and how you could use it to bring stories to life How digital content is created and ways to save time Different options to distribute content digitally and build repeat visits

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Optimising your Digital Assets

Understand how to measure the success of stories online, optimise your digital content and make yourself discoverable through Search. The session will cover: An introductory understanding of search and how to structure your site. Ways you could improve your site speed and page load. Online assets and suggestions on how to improve mobile design for better user experience.

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Crafting Digital Newsletters

Discover the role of a newsletter in digital publication, learn how to set-up your own and encourage readers to sign-up to quality content. The session will cover: How newsletters can be an important tool for growth and retention. Tips on how to produce a more engaging newsletter by following the 'Newsletter Checklist'. Some of the set up requirements for producing a newsletter.

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Understanding your Data

Discover how to set key metrics for digital success, gain insights to better understand your audience and make the most of your data. The session will cover: How to set-up and use Google Analytics to help gain insights into your content. Key insight metrics and an introduction to the News Consumer Insights & Real Time Consumer Insights tools. How to consider your digital audience in more depth using the data maturity benchmark test.

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Data Driven Content

Measure the engagement of content, connect your insights to performance-based business results and keep up to date with trends. The session will cover: The demand for data driven content and how this can help improve engagement. How your own data could help change your reader’s experience based on their preferences. How to access the Google Analytics insight tools.

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News Consumer Insights & Realtime Consumer Insights

Understand your analytics with a suite of tools to gain more insights into your content’s performance. The session will cover: How to use an action-led approach to data analysis with the News Consumer Insights tool. Using real time content insights to see what content is performing well. How to use the news tagging guide to help optimise your analytics approach.

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Web Vitals

Discover the latest developments by Web Vitals and how to use the recommendations made by our developer community to understand your data and enhance your site’s performance and speed. The session will cover: Understanding the importance of your site’s speed and ways to optimise it. Understanding what metrics are available and how to identify those that matter to you. Recommendations and tips from our developer community.

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Establish Your Advertising Strategy

Discover how to turn views into income, establish your digital advertising strategy and gain an understanding of how to use AdSense. The session will cover: How to set up your own AdSense profile and explore ad strategy via the strategy checklist. An introduction to the AdSense interface and explore some relevant types of adverts for your organisation. Different types of adverts available and look at the ad experience report.

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Optimising Ad Revenue

Find out which ad types might work best for you and learn how to forecast your revenue rise and fall. The session will cover: Ways to design pages to help you increase your advertising impact. How you might increase your online ad viewability by using the viewability toolkit. An overview of what programmatic advertising is.

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Ads and Data

Discover new insights about online advertising and how to make the most out of your data when advertising as a publisher. The session will cover: Ways that third party cookies could potentially have an impact in Chrome. Potential opportunities from contextual targeting. An overview of the importance of 1st party data and a single view of the reader.

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Programmatic Strategy

Find out how programmatic advertising has optimised the online advertising space and help simplify the process of advertising by utilising these tools and techniques. The session will cover: How the landscape for programmatic strategy is changing and evolving. An introduction to the hybrid approach and examples of publishers that have had success with it. An overview of the different approaches to help maximise your yield with the programmatic funnel.

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Reader Revenue Models

Suggestions on how you might grow your memberships and subscriptions, assess your consumer revenue options and communicate your purpose to your readers. The session will cover: Different reader revenue options and introduce the GNI Reader Revenue playbook and tools. Some of the options available when implementing a subscription paywall. How to explore what makes your digital offering unique and suggestions of how to communicate your purpose to your readers.

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Optimise Your User Funnel

Identify ways you can reach more readers and keep their attention, analyse your performance and optimise your strategy for long-term reader revenue success. The session will cover: Some of the options available to grow your readership and deepen reader engagement. Ways of tracking your organisation’s performance and identifying areas of improvement across the funnel. How to plan a long-term reader revenue goal, assign metrics to measure performance and implement tactics for success..

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Alternative Income Streams

Explore different income streams online, and how you might diversify your revenue options. The session will cover: How to consider your current methods of income and take inspiration from other publishers around the world. Considering different platforms and how they could impact your return on investment. Ways you could plan for future revenue possibilities.

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Assessing The Opportunity

Evaluate the size of your reader revenue opportunity and identify tactics and tools you may want to consider in order to meet your readers’ needs and keep them engaged. The session will cover: Ways in which you can estimate the size of your reader revenue opportunity. How you could use surveys and interviews to better understand reader needs. Some of the analytics you may want to consider in order to understand current readers’ behaviors.

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Where to begin: Build your strategy for digital success

Learn to build a robust strategy for your news organization using Product Thinking principles. In this workshop, we'll cover developing your mission and values, refining your value proposition, conducting a market analysis, and managing your product lifecycle.

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Introduction to lazy loading

Learn what lazy loading is, the effects it will have on site experience and Ad Manager metrics, and how to implement it on your site.

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Lab Reader Revenue
Canada (Contributions) - Reader Revenue
Partners:

News Revenue Hub, Membership Puzzle Project

Participants:

Glacier Media, Village Media

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Lab Reader Revenue
Latin America - Reader Revenue
Partners:

Mather Economics, WAN-IFRA

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Lab Reader Revenue
Latin America (Contributions) - Reader Revenue
Partners:

Blacksip Digital, Mirum, Technology For Solutions, Iconosur, News Revenue Hub, Membership Puzzle Project, WAN-IFRA

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Lab Reader Revenue
Europe (Subscriptions) - Reader Revenue
Partners:

FT Strategies, INMA

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Lab Reader Revenue
Asia-Pacific (Subscriptions) - Reader Revenue
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Lab Audience Development
Table Stakes Europe - Audience Development
Partners:

WAN-IFRA (Europe)

Participants:

Round 1: DC Thomson Media (United Kingdom), Diari Ara (Spain), Diário de Notícias (Lisbon, Portugal), Edinet (Italy), EDN - Empresa do Diário de Notícias (Madeira, Portugal), Heidenheimer Zeitung (Germany), Henneo Media (Spain), Lensing Media (Germany), Medienhaus Aachen (Germany), NOZ Medien (Germany), Le Parisien (France), Le Télégramme (France), Le Quotidien Jurassien (Suisse) and Südkurier (Germany)

Round 2: Editions de l’Avenir, La Voix du Nord, Le Point, Les Echos, Sud Ouest, Tiroler Tageszeitung, Irish Examiner Limited, DuMont Rheinland, General-Anzeiger Bonn, Neue Pressegesellschaft, Nordkurier Mediengruppe,Nordwest-Zeitung Verlagsgesellschaft mbH & Co. KG (NWZ), NOZ, Saarbrücker Zeitung / Trierischer, Volksfreund, Schwäbisch Media, Zeitungsverlag Waiblingen, Mediotejo, SME.sk (Petit Press, a.s.), Diario de Navarra, Grupo Godó de Comunicación, Grupo SERRA, Vocento, 24 heures, Baylis Media Ltd

Lab Reports:

Table Stakes Europe

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Lab Reader Revenue
Americas (Subscriptions) - Reader Revenue
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Lab Advertising Revenue
North America - Advertising Revenue
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Lab Advertising Revenue
North America (Rewarded Ads) - Advertising Revenue
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Lab Data
North America - Data
Partners:

Deloitte Consulting, Local Media Association

Lab Reports:

Data Lab Report

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Lab Data
Asia Pacific - Data
Partners:

MightyHive, 55 the data company, Datalicious, e-Agency, Tatvic

Lab Reports:

APAC Data Lab Report

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Lab Audience Development
Asia Pacific - Audience Development
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Lab Product
Asia Pacific
Partners:

Partners: Echos, Splice

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Lab Digital Startups
Hispanoamérica - Digital Startups
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Lab Digital Startups
Europe - Digital Startups
Partners:

European Journalism Center, Media Lab Bayern

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Lab Digital Startups
India - Digital Startups
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Reader Revenue Playbook

Strengthen your reader revenue model with best practices and lessons from global publishers and industry experts.

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Google News Initiative News Consumer Insights Playbook

Grow your audience and improve loyalty with best practices and lessons from publishers worldwide.

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Understanding your Audience

A summary of resources developed by the Google News Initiative to help news organizations analyze and grow their online audiences. We guide through steps to better understand audience behavior, increase the size and engagement of your audience, and become more skilled with data analytics tools.

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Growing Reach and Deepening Engagement

An overview of resources and tactics from the Google News Initiative to help news organizations grow their online audience size and increase the time your audience spends with your news coverage.

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Building an Audience-Centric Culture

An overview of resources and tactics from the Google News Initiative to help news organizations develop an "audience-centric culture" and organize your news coverage around the needs of your community.

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GNI Startups Playbook

Understand the challenges and possible solutions to consider when launching a news business

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Data Maturity Playbook

Learn about the strategic and tactical steps that news organizations take to build and advance their data strategies.

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Advertising Revenue Playbook

Learn about the strategic and tactical decisions required to build and optimize a digital advertising revenue business.

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News Tagging Guide (NTG)

News Tagging Guide is a free tool that helps you make the most of Google Analytics by capturing better data.

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Design Lab Playbook

Explore lessons from seven media companies in Asia Pacific that used design thinking to develop solutions for real business challenges.

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User Funnel Diagnostic

Compare your performance across the user funnel against industry benchmarks. Identify tactics you can use to improve your performance.

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Opportunity Sizing

Size your reader revenue opportunity. Understand how changes in key variables affect your revenue potential.

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Goal Setting

Develop a set of tactics and activities to achieve your long-term reader revenue goals.

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News Consumer Insights

Identify reader funnel optimizations to grow profitability and build deeper reader relationships.

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Realtime Content Insights

Identify in real time the most popular articles, videos, and trending regional topics.

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Digital Transformation through Data

Our Data Maturity Benchmarking exercise helps you assess how well you are using data to advance your business goals and provides customized recommendations as you plan your future.

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Understanding Ad Revenue Levers