logo_lockup

New report with learnings from the inaugural Audience Diversity Lab (ADL) Programme 2024

FT Strategies, supported by the Google News Initiative, is proud to share insights from the inaugural Audience Diversity Lab (ADL) programme in Australia. From April to October 2024, four prominent Australian publishers worked with FT Strategies to diversify their audiences and foster long-term engagement.

At the heart of this journey was the central theme of the report: The Power of Listening. By engaging in deep, intentional listening to both internal staff and external readers, publishers were able to better understand their audience’s preferences, uncover barriers, and innovate their strategies to build strong, lasting connections with younger and female audiences.

This report highlights the experiences of four publishers as they implemented audience-driven experiments and strategies. Key findings include:


  • The critical role of listening in driving both cultural shifts within newsrooms and external audience growth
  • How listening shaped the journey of each publisher to connect with underrepresented audiences
  • Insights from real-world experiments focused on pricing, content, engagement and more
Download the report to discover actionable strategies, lessons learned, and how your organisation can apply these insights to unlock new audience growth.

 

Download Report

 

We’re grateful to the four publishers that took part courtesy of our partnership with the Google News Initiative:


  •  The Advertiser, News Corp (Adelaide)
  •  The Australian Financial Review, Nine Entertainment (Sydney)
  •  The Saturday Paper, Schwartz Media (Melbourne)
  •  Shepparton News, McPherson Media Group (Shepparton)

We look forward to discussing the findings of the report with the wider industry in the coming months. You can learn more about the programmes that we run in partnership with Google News Initiative here.