• by Ray Schultz , January 17, 2023

The International News Media Association (INMA) has set six initiatives in a move to ensure that good journalism has an economically viable business model in the years ahead.

The initiatives will rely the collective knowledge of the INMA global network while setting an agenda for the industry. The priorities include

Advertising—This covers first-party data for advertising: from architecture to sales, advertising automation and increasing advertising revenue diversification.

Digital Platform—This involves the emergence of content payment templates for antitrust and copyright solutions, the impact of litigation against ad tech, and digital services laws that could impact the opening of operating systems, app stores and payment options. 

Newsroom—Topics include how newsrooms should be organized to work with product, data, and audience, how to gain, regain and measure trust and how newsrooms can support subscription, advertising and other business models.

Product—Supporting and leading content innovation, personalizing all aspects of news products and product and technology partnerships. 

Readers First—Digital subscriptions shifting from volume to value, new subscription segments and organizing for subscription growth. 

Smart Data—Testing: How and what and the culture behind it, and the growth of the data team. 

In addition, INMA is placing its long-term focus on:

• Audience mastery
• Advertising support
• Diversifying the business model

INMA has 20,000+ members across nearly 1,000+ companies in 86 countries. It is partnering with Google on projects pertaining to content management systems (CMS) and publisher sustainability.

“Our member companies today reflect newspaper media, magazine media, television media, radio media, and digital media — as well as solution partners that support this ecosystem,” writes NMA President Maribel Perez Wadsworth in a blog post.  “At different speeds and different stages, we are all morphing into a digital ecosystem that will look very different in 2030 than it does today.”