The World Association of News Publishers (WAN-IFRA) has announced the launch of its Future Audiences Initiative, a global programme designed to help both traditional news organisations and independent creators reach wider audiences. The initiative targets not only established publishers but also digital-native outlets and emerging media voices who often lack access to professional networks and support.

Central to the programme is the News Creator Exchange (NCX), a new community for independent news creators, digital-first startups, and video-led journalists. Led by Gen Z media consultant Pierre Caulliez, NCX will provide tools, training, and networking opportunities to foster collaboration between creators and established newsrooms. An advisory board of creators and industry experts will guide the Exchange’s development.

The Future Audiences Initiative also includes two additional pillars: programming to promote media literacy and tackle disinformation, and a series of regional and global workshops focused on audience-first strategies, brand building, and digital innovation. WAN-IFRA has introduced a Best Emerging News Providers category in its annual Digital Media Awards to recognise rising talent in the sector.

The initiative will roll out globally in 2026, with pilot activities starting early in the year. WAN-IFRA is inviting individuals and organisations interested in participating as creators, newsroom partners, or mentors to express their interest by joining the first cohort.

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Written by

Jacob Granger
Jacob Granger
Jacob Granger is the community editor of JournalismUK

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