The World Association of News Publishers (WAN-IFRA) has unveiled the Future Audiences Initiative, a global effort to unite established news organisations with independent creators and digital-native publishers. The programme seeks to drive collaboration, innovation and learning across the media spectrum, particularly among those who have lacked access to professional networks and recognition.
At its centre is the News Creator Exchange (NCX), a community linking independent creators, digital-first startups and video-led journalists. The Exchange will combine the experience of legacy newsrooms with the experimentation of younger creators in storytelling, audience engagement and platform use.
Leading NCX is 23-year-old media consultant Pierre Caulliez, founder of Yoof, an agency focused on bridging generational divides in news. “It’s about recognising and integrating the innovative methods used by new journalists,” said Caulliez, citing short-form, social-led and community-driven reporting as key influences. An advisory board of creators and industry specialists will guide the Exchange, offering tailored training, networking and tools to support collaboration.
WAN-IFRA COO Thomas Jacob said the initiative acknowledges shared challenges across the media landscape – from monetisation to trust – and aims to merge solutions by encouraging joint experimentation between independent and traditional outlets.
The initiative also includes two other pillars. The Future of Trust programme focuses on media literacy, news avoidance and disinformation, while the Training and Advisory pillar provides regional and global workshops on audience-first strategies, brand development, mobile design and new formats such as audio and newsletters.
To highlight emerging talent, WAN-IFRA has added a Best Emerging News Providers category to its annual Digital Media Awards. The Future Audiences Initiative will begin pilot activities in early 2026, with a global rollout later that year. WAN-IFRA is inviting creators, newsrooms and mentors to join the first cohort.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
9
Notes:
The Future Audiences Initiative was announced on 5 November 2025, with pilot activities beginning early in 2026. The earliest known publication date of substantially similar content is 5 November 2025. The narrative is based on a press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were found. No earlier versions show different information. No content similar to this has appeared more than 7 days earlier. The article includes updated data and new material, justifying a higher freshness score. No recycled content was identified.
Quotes check
Score:
10
Notes:
The direct quotes from Pierre Caulliez and Thomas Jacob appear to be original, with no identical matches found in earlier material. No variations in wording were noted. No online matches were found for these quotes, indicating potentially original or exclusive content.
Source reliability
Score:
10
Notes:
The narrative originates from WAN-IFRA, a reputable organisation representing over 18,000 publications and 3,000 companies in over 120 countries. The press release is hosted on their official website, indicating a high level of reliability.
Plausability check
Score:
10
Notes:
The claims about the Future Audiences Initiative align with WAN-IFRA’s mission to support news organisations and address challenges in the media industry. The initiative’s focus on collaboration, innovation, and media literacy is consistent with WAN-IFRA’s previous efforts, such as the Newsroom AI Catalyst programme. The narrative includes specific details about the initiative’s structure and goals, enhancing its credibility. The language and tone are consistent with WAN-IFRA’s official communications.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is fresh, original, and originates from a reputable source. The claims are plausible and consistent with WAN-IFRA’s mission and previous initiatives. No significant issues were identified, and the content appears to be accurate and trustworthy.
