Supporting the next generation of news – and the people who create it
The way people find and trust news is changing fast. Small digital newsrooms and independent creators are reaching young audiences in new ways, yet many still struggle to build stable income and long-term growth. At the same time, larger newsrooms want to understand these younger users better – and tap into the creative talent emerging outside traditional media.
The Future Audiences Initiative brings these worlds together. We help small newsrooms and independent creators become more financially sustainable, help established news organisations understand and engage younger audiences, and create spaces where creators and traditional teams can learn from each other – and even work together.
Thanks to a collaboration with the Global News Gaps Initiative hosted by Google, WAN-IFRA is now working with +150 individual news creators and independent newsrooms to create the world’s largest community of news creators (scroll to zoom):
A joint community supporting creators and established newsrooms and the creator economy together
NCX is the centre of the Future Audiences Initiative. It is a space for independent creators, start-up news teams, and video-first journalists who want practical support and real collaboration.
NCX offers:
A virtual community for asking questions, sharing experiences, and connecting with peers.
Short, practical webinars on audience growth, platform strategies, and new ways to earn revenue.
Local meetups and workshops where creators and newsroom teams solve shared challenges together.
Video-first guides and case studies designed in the formats young audiences actually use.
We are also partnering with projects like DPA’s Use the News and Schibsted/Tinius Trust’s IN/LAB to bring more knowledge and testing opportunities into the community.
Building confidence in news, especially for younger audiences
Trust in news is fragile – especially among younger people who often avoid traditional news products. Through WAN-IFRA’s World Editors Forum, we help both creators and established news organisations:
Understand why people avoid news and how to reach them
Strengthen trust with their communities
Navigate mis/disinformation
Access support and safety resources, including for independent and exiled newsrooms
Skills that help you grow – whether you’re a small newsroom or a large one
WAN-IFRA provides hands-on training designed for fast-moving teams.
Topics include:
Reaching and engaging young audiences
Turning anonymous followers into loyal supporters or paying members
Video-first and mobile-first storytelling
Marketing strategies for the Creator Economy
Using AI tools in small and mid-sized newsrooms
We are also building creator toolkits with recommended tools, services, and workflows requested by independent creators.
Whether you are a creator building your first audience or a newsroom looking to understand younger users, this initiative is designed for you.
Grow your skills, strengthen your financial sustainability, and connect with the next generation of news talent.
Contact Pierre Caulliez for:
News Creator Exchange workshops, onboarding, and day-to-day support
Contact Kevin Anderson for:
Product, innovation training and workshops, AI in Media community
Contact Cherilyn Ireton for:
Access to the World Editors Forum and journalism-focused support
Contact Kim Svendsen for:
Membership benefits, access to WAN-IFRA services