A cooperation on closing news gaps was among the final announcements during WAN-Ifra’s 2025 World News Media Congress in Krakow.
The association is joining Google in a project to understand and strengthen emerging news providers, and the topic was explored in a conversation between Google's Jaffer Zaidi and Hearst's Patty Michalski.
“The field and influence of news creators – from journalists on social media to digital-first startups – is growing rapidly. How the broader news and tech industry should assess and engage with this new generation of storytellers and distributors is a pressing question,” says WAN-Ifra’s Cherilyn Ireton.
Google’s Global News Gaps Project initiative aims to better understand, identify, and support rising voices in journalism. It was confirmed in Krakow that WAN-Ifra will be involved in two of the three project pillars.
Led by FT Strategies, the News Creators Project aims to deepen understanding of news voices operating primarily on social media and video platforms. WAN-Ifra will join the advisory board as the lead industry association partner.
Google will provide tailored training on its products and strategic consultation to support the long-term growth of 300 emerging news providers. Of these, 150 will also receive WAN-Ifra membership and Google funding to strengthen their capacity and sustainability. Zaidi, Google’s vice president of news partnerships, said the project “isn’t just about access to tools” but about helping creators become more responsible and resilient in their work.
The third pillar – expansion of Project Oasis – involves profiling 1000 news creators and 5000 digital news organisations.
“The explosion of independent news voices presents both opportunity and complexity,” says Ireton. “While many are producing valuable, community-focused journalism, it’s not always easy to assess their credibility or impact. The Global News Gaps Project aims to build bridges between these creators and the established media ecosystem.”
Zaidi said these creators were increasingly relevant, “particularly for younger users, but also in parts of the world where traditional media coverage is limited.
“From my perspective, it’s essentially an experiment. If there’s something meaningful here – and I believe there is – we all benefit. If not, we’ll learn and look at the next frontier. But this is a worthy bet.”
Separate from, and in addition to the Google project, WAN-Ifra is set to announce its own multi-year strategy and activities to engage emerging content creators and digital-native news providers. It is doing so in recognition that boundaries of the news industry are evolving – and with them, the definition of who creates credible journalism.
Last month a high-level discussion was held between Editors in South East Asia, and audience specialist Justin Bank, formerly of the Washington Post, NPR and New York Times, to discuss how mainstream media can work with creators, and benefit from the creator economy. It is part of an ongoing industry engagement.
Similar conversations emerged at the World News Media Congress, where several speakers were asked to address this growing band of creators who are not (or are no longer) part of traditional news organisations. They include journalists who’ve launched their own ventures, community-based reporters, and even influencers with no formal journalistic background – all part of a growing and diverse cohort shaping public understanding in new ways.
Investigative journalist and newsroom founder Julia Angwin was one of many speakers to share optimism about the rise of these creators on stage at the World News Media Congress, noting their strong connection with audiences and their shared mission.
Angwin said she got “a lot of hope” from the news creators with whom she had been interacting: “They are so excited about the importance of news and serving democracy. Their audiences are so enthusiastic and have such a connection to them. Having worked for years in legacy media, I never felt that kind of connection with my audience,” she said.
If you’re part of an emerging news organisation – whether you’re creating community-focused content, reporting via digital platforms, or launching a new newsroom – you can apply to Google to be part of the Global News Gaps Project.
Pictured: Google's Jaffer Zaidi (right) with Hearst's Patty Michalski