On Wednesday 5 November, 2025, the World Association of News Publishers (WAN-IFRA) announced a new initiative aimed at assisting journalists and creators in reaching wider audiences. The initiative, called the Future Audiences Initiative, is a global program with three pillars, designed to support not only established news organizations but also independent news creators, digital-native publishers, and emerging media voices who may lack access to professional networks and representation.
The initiative acknowledges the evolving landscape of journalism, where traditional newsrooms and a new generation of creators are experimenting with different storytelling techniques, platforms, and formats 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, stated, “From established newsrooms to independent creators, we are seeing similar challenges when it comes to monetization, audience engagement, and trust. The Future Audiences Initiative aims to bring these communities together to experiment, learn, and grow, fostering practical collaboration and innovation across the global news ecosystem.”
At the core of this 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. The NCX is led by 23-year-old Gen Z media consultant and founder of Yoof, an agency dedicated to bridging generational gaps in news delivery and consumption, Pierre Caulliez. Its mission is to build bridges between the creator ecosystem and established news media, facilitating mutual learning and co-creation.
The NCX will offer tools, training, and meetups that bring together independent news creators and established newsrooms to collaborate, share knowledge, and grow professionally. An advisory board consisting of top creators and industry experts will guide its programming and development.
In addition to the NCX, the Future Audiences Initiative will also focus on two other pillars: The Future of Trust, which will address media literacy, news avoidance, and disinformation to strengthen audience trust in journalism, and Future Audiences Training and Advisory, which will offer workshops to help publishers adopt audience-first strategies, build media brands, and improve retention, mobile design, audio, and newsletters.
The initiative is set to launch globally in 2026, with pilot activities beginning in early 2026. Those interested in following the initiative or becoming a part of the first cohort as creators, newsroom partners, or mentors can express their interest here.
WAN-IFRA is a global organization that represents 3,000 news publishers and technology companies, as well as 40 national publishers’ associations, encompassing 18,000 publications in 120 countries. Its mission is to protect the rights of journalists and publishers to operate independent media around the world. The organization provides its members with expertise and services to thrive in a digital world and fulfill their vital role in society. The World Editors Forum is its network for editors.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.