New report with learnings from the inaugural Audience Diversity Academy
FT Strategies, supported by the Google News Initiative, is proud to share the learnings from its first-ever Audience Diversity Academy (ADA), a six-month programme to help publishers build a more diverse audience and future-proof their business against current economic headwinds.
The programme’s objective was to help news organisations reach and engage underrepresented demographic groups, particularly women and younger audiences, through a series of organisational and customer interventions based on the FT Strategies audience diversity framework.
We’re sharing the report to provide a deeper understanding of why diversity is vital for publishers' growth, common challenges that publishers face when trying to increase representation from target audiences and ideas on how to tackle those.
This report will inspire you to:
- Apply practical organisational and customer tactics to your business, similar to the ones experienced by our participants
- Understand how audience conversations and insights can lead to greater knowledge of customer needs and behaviours
- Start building a representative and empowered workforce, leading to better content creation and audience growth
We’re grateful to the the six EMEA publishers that took part courtesy of our partnership with the Google News Initiative:
- El Confidencial
- Expresso (part of Impressa Group)
- Jornal De Negócios (part of Cofina)
- Jutarnji List (part of Hanza Media)
- Teknisk Ukeblad
- Kauppalehti (part of Alma Media)
We look forward to discussing the findings of the report with the wider industry in the coming months. You can learn more about the programmes that we run in partnership with Google News Initiative here.
