Mapping the News Creators Landscape

2025-008-04. The News Creators Project is a six-month study into news creators for Google by FT Strategies and supported by WAN-IFRA. The report draws on research conducted across three phases, including in-depth interviews with 15+ creators and 25+ Advisory Board experts, including creators from YouTube, TikTok, Substack, and Instagram.

by Vincent Peyrègne vincent.peyregne@wan-ifra.org | August 4, 2025

A synthesis of academic research, platform standards, real-world practices, existing frameworks and adapted journalism principles has resulted in a wealth of insights and resources, including a typology for news creators, guidelines and a diagnostic tool to ensure financial sustainability.

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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.

vincent.peyregne@wan-ifra.org