"We have talked endlessly for the past two decades about building a daily habit," INMA's Sonali Verma writes. "Yet we are driving our audiences into the arms of AI companies because we make them feel stupid when they come to our content."

Die Zeit aims to build many new doors to reach audiences, after realising its front doors — a home page and an app — were no longer enough: “We are going off-portal to reach new audiences,” Publisher Christian Röpke said.

In her latest blog, @memy.bsky.social reviews some of the major findings from Reuters Institute's Digital News Report 2026. @reutersinstitute.bsky.social

"Seen through the lens of repertoires and routines, reach is not really a count of people. It is a count of situations you show up for," INMA's Readers First Initiative Lead @g-piechota.bsky.social writes.

Access to tools is rarely the problem when it comes to AI adoption, INMA's Jodie Hopperton writes. The challenge is helping people translate the capabilities into workflows.

In her latest blog, INMA Product & Tech Initiative Lead Jodie Hopperton shares key takeaways from Benedict Evans' “AI eats the world” presentation.

During the INMA Subscriber Retention Master Class, media leaders shared how news organisations can build deeper audience relationships by understanding the role of super users, assessing and improving the onboarding experience, developing audience personas, and driving newsletter engagement.

How do young people even learn to navigate news in the first place? It’s no longer a given, INMA Young Audiences Initiative Lead Kerstin Hasse writes. Vanessa Bitter, incoming CEO of #UseTheNews, shares four principles that create connection between young audiences and news brands.

La Nación combined rigorous journalism, interactive design, and data visualisation to shed light on a key event in the country’s history: the explosion of the Río Tercero Military Factory.

Even in an AI-enabled newsroom, narrative holds a key place and humans hold the key to ensuring accountability for the journalism a media organsation produces. @dietmarschantin.com

VG's Gard Steiro: “Our philosophy is to launch a few speed boats that operate ahead of the mother ship. They can move faster, be more agile, make sharp turns, and experiment freely without risking the loss of the entire cargo.”

Inflation doesn’t create weaknesses but rather exposes them, Jonathan Gupta-Buckley, founder of The Twenty One, said during this month's master class: “If the market does take a dip, and your customers en masse begin to re-evaluate their spending habits, are you prepared?” @g-piechota.bsky.social

After a simple change in price framing, Hamburger Abendblatt delivered a 20% subscription uplift, even while the underlying price rose by 9.4%.

"Willingness to pay is not willingness to commit," INMA's @g-piechota.bsky.social writes. "New experiments at one European and one American publisher suggest that distinction could help the news executives expand the market for paid news."

In her latest blog, INMA's Product & Tech Initiative Lead Jodie Hopperton discusses The Economist’s new ChatGPT app, which enables users to ask questions in natural language, and receive AI-generated responses supported by polling data and visualisations.

What happens when journalism doesn't just tell stories - but maps them? In our blog for @inmaorg.bsky.social, we explore how the Oxpeckers Geojournalism Initiative is using data, mapping and investigative reporting to track mining, energy and environmental crime across Africa 🔗 bit.ly/4xcCsM5

The goal for publishers’ audience strategy should not be an exclusive relationship, the goal should be a durable position inside users' information routines, INMA's @g-piechota.bsky.social writes.

Sydney Morning Herald's new Parramatta Bureau embedded itself in the community, developing relationships that not only led to story tips, but ensured those stories were told from these local cultural perspectives.

Should publishers choose scale or depth? "New INMA research suggests this trade-off is an illusion: Reach is the key to loyalty and revenue," INMA's @g-piechota.bsky.social writes. "Behavioural data...shows the more users a news Web site or app has overall, the more loyal users it has too."

To make journalists more comfortable with using AI tools, Tamedia created a mandatory, step-by-step training programme with dedicated time and space for development.

To take pressure off editors, Mediacorp created an AI tool called “SnackBot” to guide journalist’s social video pitches. It has led to rapid growth in social video views — with absolutely no increase in output.

Chartbeat data shows the story around AI’s effect on publisher traffic is more complicated and more instructive than the panic would suggest.

[email protected]'s weekly video digest “In A Minute” was born at the crossroads of concern about how few young adults in the U.S. report following the news, and how many say they don’t trust information from national news organisations.

During this week’s INMA Webinar, Justin Kosslyn, former Google product director and now head of GZERO Media, told INMA members that only two models are remain viable in 2026: actionable insights and community and connection.

Two strategic decisions news companies have to make as the industry rebuilds advertising around real audience value. @gabedorosz.bsky.social

INMA's Earl Wilkinson shares an unexpected conclusion following the World Congress of News Media: "The German news media market is closer to where the global news industry is heading than the global news industry has been willing to admit." #INMA2026

Key message from the INMA World Congress of News Media: Younger audiences are not disengaged from news — they are disengaged from formats, products, and institutional habits built for previous generations. #INMA2026

The rise of “liquid content” was a running theme at the INMA World Congress of News Media in Berlin. For many executives, the shift was framed not as a trend but as a structural response to changing audience behaviour. #INMA2026

Key takeaway from the INMA World Congress of News Media: Journalism’s future advantage is rooted in identity, expertise, transparency, and direct audience relationships. #INMA2026

"Last week at the INMA World Congress of News Media in Berlin, I watched something I have not seen before: a global news industry quietly agreeing with itself." In his latest blog, INMA's Earl Wilkinson discusses his optimism for the industry and key takeaways from the World Congress. #INMA2026

“We’re in a transition period and a period of experimentation,” Katharine Viner, the editor-in-chief of The Guardian, said of AI. “Anyone who says it’s definitely going to be this or definitely going to be that — nobody knows.” #INMA2026

🏆 It’s official: The Edinburgh Minute is the best local newsletter in the world! A Berlin postcard from me at @inmaorg.bsky.social in Berlin here: www.edinburghminute.com/officially-t... Back to normal tomorrow from 7am 💌

The next phase of subscription growth will depend less on tightening paywalls and more on expanding reach, building emotional relationships with audiences, and better serving “super users,” INMA Readers First Initiative Lead @g-piechota.bsky.social said at the World Congress of News Media. #INMA2026

AI tool Orca allows reporters at the Wall Street Journal to map how narratives migrate from fringe media to the mainstream. With Orca, the Wall Street Journal took home “Best in Show” at the 2026 Global Media Awards competition.

News leaders should not to resist AI, but instead focus on what machines cannot replicate: trusted, verified, human knowledge, Wikipedia founder Jimmy Wales told news executives gathered in Berlin for the INMA World Congress of News Media. #INMA2026

At an INMA World Congress study tour stop, executives at @correctiv.org outlined how their model blends investigative reporting, community engagement, and youth participation into what they describe as community-driven journalism. #INMA2026 @antennedowideit.bsky.social

During a visit to @tagesspiegel.de during the INMA World Congress study tour, Editor-in-Chief @ctretbar.bsky.social and Deputy Editor-in-Chief @ankeschoen.bsky.social, discussed a core strategic challenge: how to scale beyond Berlin while preserving the editorial edge rooted in the capital #INMA2026

Ippen Digital is building what it sees as an AI-native newsroom. At the INMA World Congress study tour in Berlin, leader at the company detailed how AI agents are embedded across its newsroom.

The programme of the INMA World Congress of News Media this week in Berlin is designed to move media leaders beyond ideas and into execution. #INMA2026

Finalists for the INMA Global Media Awards are marking the moment across social media — sharing pride in their work, recognition for their teams, and appreciation for being included among the industry’s best. #GMA2026

In reframing the story of black metal, Bergens Tidende found that slow journalism and trust-building work, and reframing known narratives can unlock untold stories that resonate with listeners.

"AI is no longer something product teams 'plug in' to a few places," INMA's Product & Tech Initiative Lead Jodie Hopperton writes. "It’s something they are reorganising around."

Les Coops de l’information's "Pay what you can" project lowered the barrier to entry so more people could experience the full value of its subscription offering, and discover the quality of its content during municipal elections.

"While younger people are more and more consuming news through their earbuds, they’re seeking a voice they trust. Which is exactly why this format matters so much for journalism," INMA Young Audiences Initiative Lead Kerstin Hasse writes.

Open to any organisation with a stake in the future of news, the News Alliance is committed to ensuring media ecosystems remain brand safe and trusted by readers.

During this week’s INMA Webinar, Ratna Sri Widyastuti of Kompas Daily and @allisonmartell.bsky.social of Reuters shared how their companies are using AI tools to work smarter, faster, and more efficiently.

"This year, our third-year journalism students at the Auckland University of Technology created the first AI policy for their student newspaper Te Waha Nui (TWN). This policy declares that news 'is best created by humans.'” @memy.bsky.social

Once carefully controlled, information is abundant, INMA's Sonali Verma writes in her blog: "As news publishers, where does our competitive advantage lie? What is it that we provide that is truly valuable — and how does that shape our newsrooms’ content strategy?"

NTM Media Studio worked with 30+ local advertisers and created Welcome to Gotland, which shared the stories built around themes like unique places to stay, food experiences worth travelling for, and hidden spots you would not find in a typical guidebook.

The Washington Post’s WP Creator, which operates outside the newsroom, aims to partner with independent creators, people with subject-matter expertise and established audiences on social media to co-produce video content. INMA's Kerstin Hasse takes a look at the initiative in her latest blog.