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Google News Initiative Subscriptions Lab

8 European publishers selected for Google’s Subscriptions Lab 2.0

Google kicked off on Wednesday the second edition of the Google News Initiative Subscriptions Lab program in Europe, developed in partnership with FT Strategies and the International News Media Association (INMA). 

The Lab is an eight-month program designed to strengthen and accelerate growth of publishers’ subscription business and help them develop new monetization strategies. It will focus on every step of the process, from how readers discover news content to how publishers convert those readers into subscribers and retain them over the long term.  

“As more news outlets turn to online subscriptions to make money from their digital content, we’re working with publishers to strengthen their capabilities and grow reader revenue” the company said.

The Subscriptions Lab is a part of the Google News Initiative’s Digital Growth Programme, which was created to provide European news publishers with training and other resources to grow their digital business.

Google said that the 2021 program attracted more than 50 applicants from 22 European countries. The eight publishers that have been selected are:

  • The Courier (DC Thomson Media), United Kingdom
  • Denik (Vltava Labe Media), Czech Republic 
  • Irish Independent (Independent News & Media), Ireland 
  • Le Journal du Dimanche (Lagardère Media News), France 
  • OÖNachrichten (Wimmer Medien), Austria 
  • El País (Prisa), Spain 
  • Público (Público Comunicação Social), Portugal 
  • Ruhr Nachrichten (Lensing Media), Germany

The selection criteria includes a publisher having senior management support and commitment, digital subscriptions as a top strategic priority and a willingness to share knowledge and lessons with the rest of the group and the wider industry. The selection panel also ensured that the final group of eight publishers represented a broad cross-section of the industry: a mix of local, regional and national publishers of varying sizes, plus participants at different stages of their subscriptions journey.

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