Grow your audiences – WAN-IFRA and Google News Initiative launch new round of Tables Stakes Europe

2022-09-30. WAN-IFRA is launching the fourth edition of Table Stakes Europe in partnership with the Google News Initiative. This performance-driven programme, focused on change management, is a collaboration with Table Stakes architect Doug Smith. The programme will once again welcome twenty-four European news enterprises participating in 2023.

by Vincent Peyrègne | September 30, 2022

The term Table Stakes comes from the game of poker and references the amount you need to put on the table to play. And that is what Table Stakes Europe explores with its participants: What are the challenges in the digital market, and what do they need to stay in the game? The main focus of the year-long programme is on the audiences that publishers can address and how this can be done most effectively.

With the Table Stakes Europe programme, participants benefit from:

  • A working methodology curated specifically for news publishers to accelerate digital growth, tackle key challenges within their organisation and create a foundation for lasting change;
  • In-person and virtual group workshops and webinars;
  • Expert guest speakers on a variety of important topics;
  • Regular interaction and sharing of ideas and best practices with your peers in the programme.


In addition to the peer-to-peer learnings and resources provided, teams receive one-on-one support throughout the programme from their coach who meets weekly with them and provides guidance, advice, liaisons with the other international teams and any external resources that would be helpful in addressing their challenge.

Guided by lead coach Doug Smith, the coaching team has included:

  • Prof. Dr Alexandra Borchardt – Journalist, Advisor, Researcher, Book Author
  • Stéphane Mayoux – Independent Psychotherapist, Executive Coach, former BBC Journalist
  • Pepe Cerezo – Digital Strategist, Specialist in Digital Journalism, Online Media & New Business Models
  • Lyndsey Jones – WAN-IFRA Associate Consultant, Digital Strategist, Author
  • Martin Fröhlich – Director, Digital Revenue Network, WAN-IFRA
  • Valérie Arnould – Deputy Director, Digital Revenue Network, WAN-IFRA

The TSE audiences-first approach is impressive. I’ve seen journalists and media executives not only improve their workflows in the newsroom but also align themselves and their content to their business goals to increase revenue and reach. TSE’s methods work.” Lyndsey Jones, TSE coach and author of Going Digital.

TSE’s methodology brings people together, fostering collaboration and creativity in pursuit of better business results, anchored on the sustainable growth of reader revenue. The programme’s focus on audiences has been transformational for many European publishers and we are thrilled to continue to support them in building a sustainable future.” said Ana Rocha de Paiva, Program Manager, News Ecosystem and Innovation, Google News Initiative

Since its launch in 2019, Table Stakes Europe has helped 57 publishers from across 15 countries accelerate their digital transition and engage their audiences in a deeper way. Teams have worked on challenges ranging from growing subscriptions to reorganising newsrooms around cross-functional mini-publisher teams, as well as building specific membership communities and engaging diverse audience groups. Read some of what those teams have said about the Table Stakes Europe programme here.

You can find in-depth case studies and best practices from participating Table Stakes Europe publishers in our Knowledge Base. Additional resources, such as reports and articles, are available on our website.

You can find more details about the programme curriculum, eligibility to enter, and the application process at

Applications to participate in the next edition are now open and will operate on a rolling basis – so early application is an advantage. The deadline for applications is 30 October, 2022.


Contact and Inquiries

For more information (in English or German), interviews or to make contact with participants, please contact Martin Fröhlich, Director, Digital Revenue Network, WAN-IFRA

Si vous souhaitez plus d’information, désirez un entretien avec un coach ou un des participants au programme, vous pouvez contacter Valérie Arnould, Directrice adjointe, Digital Revenue Network, WAN-IFRA

Si desea más información o quiere hablar con un asesor, póngase en contacto con Pepe Cerezo, Table Stakes Europe Coach

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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