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FT Strategies empowers media organisations to achieve their growth ambitions by developing new strategies, propositions and experiences. Here are some of our latest insights with advice on how to engage and monetise younger audiences.

FT Strategies partnered with the Knight Lab at Medill School of Journalism in an 8-month research project aiming to better understand the future of news consumption in 2030. This work draws upon deep research into the needs and preferences of 18 to 25-year-olds around the world.

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Watch a panel of FT Strategies and industry experts discuss what makes young consumers different and how news producers can better serve their needs. During this event, we share a framework to help think critically about initiatives to better engage younger consumers.

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Engaging younger audiences has to be a worthwhile investment in the near and long term. In this article, we examine how media organisations can practically make money from younger audiences.

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Arts organisations are creating “innovative membership offerings” to satisfy creative communities in both the physical and digital worlds. Here are five organisations that are diversifying their offerings and ways of working.

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Understanding the audiences of 2030

Over the past eight months, FT Strategies and Northwestern University have travelled across three continents to research what 18 to 25-year-olds think about today's news and the extent to which it meets their expectations and needs. The Next Gen News report brings to life the thinking of this hard-to-reach group with nuanced anecdotes, quotes, and observations, and is complemented by insightful commentary from industry leaders.

 

Download the report for a deep exploration into the next generation's ideal news experience and the changes that news and media organisations need to make now to connect with the audiences of the future.

 

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How FT Strategies can help

We FT Strategies works with news and media organisations globally helping them to evolve their operations and adapt their content to attract and engage the next generation of consumers, and build a more sustainable and profitable future. Our most popular projects include:

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Next Gen Workshops

The Next Gen workshops have been developed to inform and empower media organisations with the information and advice they need to increase young, diverse audience members. Over an intense four-week period, a series of consultative workshops will cover both the theory and practice of engaging the next generation of consumers.

 

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Next Gen Bespoke Research

News and media organisations will gain a rich understanding of who their future audience members are and what they want. In practice, this will involve FT Strategies conducting audience research (both qualitative and quantitative) on your behalf and sharing the key findings and recommendations with your organisation. This project would be run over a six to eight-week period to allow for sufficient survey responses.

 

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Dedicated Next Gen Project

Designed to provide media organisations with everything that they need to build a competitive advantage by deeply connecting with next-generation audiences. The Next Gen project encompasses a review of your current performance in relation to younger audience engagement, detailed audience research, and an implementation phase where we co-design and run experiments to improve performance. This project would run over a twelve to sixteen-week period with ongoing implementation support beyond that.

 

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FT Strategies gave us a framework for thinking about engaging younger audiences without having to fear losing our core subscriber base. It enabled us to reach alignment within the company. Before the programme, we did not have the tools or buy-in to embark on this journey. We will continue to use many of the learnings to structure our work.

Jose Navas Head of Subscriptions, El Confidencial

I cannot compare it to any other consulting project that I have engaged with before. The access to unique knowledge is inspiring and stimulates many old and new questions in my organisation.

Danuta Bregula Director of Subscription Strategy, Gazeta Wyborcza

One of the most valuable consulting projects I've been involved with. The FT Strategies team was incredibly knowledgeable and responsive as they guided us through the process.

Joanna Chmielewska Analytics Manager, DC Thomson

The programme opened up completely new perspectives on the challenges in the newsroom and the ways we can approach them. We have gained invaluable experience for introducing innovations in content and our organisation.

Marijana Sever Tot Editor, Jutarnji List

Next Gen News is an invaluable resource for news organisations to help them identify the needs and preferences of the next generation of news consumers. The report includes a number of incredibly useful insights, organised around three main areas:

Matia Peretti Industry academic

Insights recommended for you

News and information habits are perpetually evolving, adapting to new technologies and new behaviors. FT Srategies can help you understand the next generations expectations, create the ideal content experience and establish a sustainable path forward for your organisation.

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Subject matter experts

We are subject-matter experts on engaging younger readers. Our Next Gen News research has been referenced by hundreds of leading media industry experts and organisations. We have also spoken at leading conferences including WAN-IFRA World News Media Congress, INMA World Congress and the International Journalism Festival in Perugia.

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A proven track record

We have a proven track record of helping organisations achieve their audience goals by providing practical support. A recent project with Jutarnji List in Croatia yielded excellent results - In just two months, Jutarnji List was able to increase their women readers by 11% to 54%.

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Empathy and insight

We have a young and diverse team who can empathise with the challenges of being a younger media consumer in 2024. Many of our team fall within the typical target segment of 21 to 35-year-olds and come from all over the world - giving us direct insight into the media preferences and consumption habits of this group.

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Bespoke programmes

We offer a range of custom programmes to help you engage your future audiences. Whether you're seeking a series of workshops or comprehensive 1:1 consulting from strategy to implementation, we provide solutions designed specifically to meet your needs.

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Best-in-class research

Our dedicated team of researchers and analysts can help you gain a deep understanding of your future audience through best-in-class research. We can provide you with actionable recommendations based on comprehensive qualitative and quantitative audience analysis.

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Toolkits & Frameworks

We have developed a suite of innovative methodologies, toolkits and frameworks to help you design your business operations and adapt your content to attract, engage and monetise younger, more diverse audiences.

How can we help you?

To find out more about FT Strategies and our Next Gen News projects, please leave your details below.
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