Becoming Audiences First: Report on Year 1 of Table Stakes Europe

2021-04-08. Read about the experiences of Medienhaus Aachen, ARA, DC Thomson, Henneo, Le Parisien and Le Télégramme. How they built mini-publishing teams focused on specific audience needs, tackled capability gaps and motivated their newsrooms to join the transformation.

© photograph by David Sandison

by Vincent Peyrègne | April 8, 2021

It is essential reading for any regional or local newsrooms, but also for nationals and others looking to inspire a change of thinking, where the newsroom is a value driver, rather than a cost. 

“A full commitment to growing subscription revenues means re-aligning editorial, marketing and technical operations with a new focus on trust, loyalty, data, and understanding core audiences. We are extremely grateful to GNI for supporting us during this first edition and to the fantastic publisher teams who trusted us to accompany them in this radical transformation” said Vincent Peyrègne, CEO at WAN-IFRA.

“We are proud of the Table Stakes Europe program delivered last year by WAN IFRA, in partnership with the Google News Initiative, and excited to see the results being now available in other languages. We want to continue working with small and medium publishers in developing new skills and techniques to a sustainable future, especially after the lessons we learned in 2020 with the covid-19 pandemic.” said Eero Korhonen, Head of News & Publishers at Google.

What participants said about their experience with TSE

“We entered Tables Stakes Europe with a big project to develop a reader revenue model in our group. We found in the Programme the help needed to create a good methodology for a successful launch of this new strategy. It helped us to get the active support of all the teams.Marta Algora Luño, Digital business & Reader revenue strategy, Henneo Media, Spain.


“Three main things come to my mind when I think about how the Table Stakes programme has helped us: we dare to work in a more agile way (“design/do”). We are taking the audiences’ approach (with emphasis on the “s”), which is new to us. It has boosted the digital transformation we started before Table Stakes Europe.” Philipp Ostrop, Head of Product Development, Lensing Media, Germany.


“Table Stakes Europe has accelerated our development and given us a toolbox to accelerate our digital transformation. We have seen a positive development of digital subscriptions and newsletter performance (opening rate, CTR).”  Mélanie Monsaingeon, Publisher, Le Parisien, France

Want to read the report in another language? You can find it on our website.

Vincent Peyrègne

Vincent Peyrègne took up duties as Chief Executive Officer of WAN-IFRA in 2012. Prior to joining WAN-IFRA, he was Head of Development at Edipresse in Switzerland (now Tamedia) with responsibility for audience insights, editorial marketing research and product development, before joining the office of the French Ministry of Culture and Communication.

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