WAN-IFRA Launches Future Audiences Initiative to Support Journalists and Creators
On Wednesday, November 5, 2025, the World Association of News Publishers (WAN-IFRA) announced the launch of its Future Audiences Initiative. This global program is aimed at providing support and resources to both established news organizations and independent news creators, digital-native publishers, and emerging media voices who may not have access to professional networks and representation.
The initiative recognizes that the future of journalism will be shaped by both legacy newsrooms and a new generation of creators experimenting with storytelling, platforms, formats, and innovative ways to engage audiences. Its goal is to bridge the gap between these two worlds through collaboration, shared learning, and innovation.
Thomas Jacob, Chief Operating Officer of WAN-IFRA, explains the motivation behind the initiative: “Across the spectrum – from established newsrooms to independent creators – we’re seeing shared challenges in monetization, audience engagement, and trust. The Future Audiences Initiative is designed to bring these communities together to experiment, learn, and grow – fostering practical collaboration and innovation across the global news ecosystem.”
At the core of the initiative is the News Creator Exchange (NCX), a supportive professional community for independent news creators, digital-first media startups, and video-led journalists from traditional WAN-IFRA member newsrooms. Led by Gen Z media consultant and founder of Yoof, Pierre Caulliez, NCX aims to bridge the gap between the creator ecosystem and established news media by providing tools, training, and meetups for collaboration and knowledge sharing. An advisory board of top creators and industry experts will guide its programming and development.
To recognize the work of rising news organizations and creators globally, WAN-IFRA has added a Best Emerging News Providers category to its annual Digital Media Awards.
In addition to NCX, the Future Audiences Initiative will focus on two other pillars: The Future of Trust, which aims to promote media literacy, address news avoidance, and combat disinformation to strengthen audience trust in journalism, and Future Audiences Training and Advisory, which will offer regional and global workshops to help publishers adopt audience-first strategies and build media brands.
The initiative will roll out globally in 2026, with pilot activities beginning early in the year. Individuals and organizations interested in following the initiative or joining the first cohort as creators, newsroom partners, or mentors are invited to express their interest through the initiative’s website.
About WAN-IFRA:
WAN-IFRA, the World Association of News Publishers, is the global organization representing 3,000 news publishers and technology companies and 40 national publishers’ associations from 120 countries. Its mission is to protect the rights of journalists and publishers around the world to operate independent media. WAN-IFRA provides its members with expertise and services to thrive in a digital world and fulfill their crucial role in society. The World Editors Forum is its network for editors.