Before you can reach next-gen audiences, you have to know them in the context of your specific area and mission. Participating newsrooms conduct original audience research, localize findings from the Next Gen News Report, and define a clear, evidence-based strategic challenge to solve.

Insight without action doesn't move the needle. During a design sprint co-facilitated by GNI and NPA experts, teams transform their audience research into AI-driven strategies and working prototypes.

The core belief is simple: execution with structure accelerates learning. By combining targeted coaching and measurable goals, teams are more likely to ship meaningful experiments. Guided execution reduces drift, clarifies tradeoffs and increases the odds that AI adoption translates into real audience impact. Each newsroom receives ongoing strategic product support alongside expert audience and AI coaching that adapts to their specific needs and goals.

Participants join a community of news organizations navigating the same challenges, sharing progress, exchanging tactics and holding each other accountable. Through monthly sessions, async collaboration and structured peer exchange, every conversation makes the work sharper.