[News]

Google News Initiative Launches Digital Growth Labs in North America

The Google News Initiative (GNI) has launched applications for four new Labs in North America, focused on helping small and medium-sized news organizations in the United States and Canada grow their digital businesses.

As a member of AAF, we encourage you to participate in this opportunity to learn more. Application and participation are free. Full details about eligibility and the application process can be found on the GNI website.

In Google News Initiative Labs, cohorts of news organizations will come together over several months to tackle specific business problems, with support from Google and industry experts. Participants in our Labs:

  • Receive customized coaching related to their business goals
  • Implement specific steps to advance their goals
  • Learn from peers who face similar business problems

GNI Digital Foundations Lab
Program Length: September 2022 – April 2023
Application Deadline: Thursday, August 11 at 11:59PM EST

Description: The Lab’s goal is to build digital capabilities and technology infrastructure in small to medium-sized news organizations operating a digital-first business. Applications are open for the GNI US Digital Foundations Lab and GNI Canada Digital Foundations Lab.

The Lab consists of two phases:

  • Phase 1 (3-4 months): Participating organizations will set up technology building blocks (e.g. Google Analytics, optimized core web vitals), train on their best practices and establish digital-first workflows.
  • Phase 2 (3-4 months): Depending on participation and performance in Phase 1, each eligible news organization will transition to an intensive on either Reader Revenue or Advertising/Sponsorship Revenue. Eligibility is dependent on a publisher’s performance in Phase 1, measured through a) a self-assessment; b) a coach’s assessment and c) demonstrated improvement in at least one key metric.

GNI North America Sponsorships Lab
Program Length: September – December 2022
Application Deadline: Thursday, August 11 at 11:59PM EST

Description: This Lab is intended for small to medium-sized nonprofit or public service-oriented news organizations that seek to increase revenue from event sponsorships, sponsored content, and other earned revenue sources. Participants must have demonstrated digital foundations, including established Google Analytics. Publishers who believe they are not eligible for this Lab should consider applying to the GNI Digital Foundations Lab.

GNI North America Subscriptions Lab
Program Length September 2022 – February 2023
Application Deadline: Thursday, August 11 at 11:59PM EST

Description: This Lab is intended for small to medium-sized news organizations with established skills, technical foundations and more than 2 years of experience with a subscriptions revenue model who are looking to accelerate their path toward sustainable digital reader revenue. Participants must have demonstrated digital foundations, including established Google Analytics. Publishers who believe they are not eligible for this Lab should consider applying to the GNI Digital Foundations Lab.

Publishers interested in applying can reach out to gnidigitalgrowth@google.com with any questions.

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