Google and the LMA, which helped judge the 21 applications for the lab, call it "an ambitious six-month program that will be laser-focused on finding a path forward for reader revenue strategies. . . .Judges looked for newspapers that were growing their digital subscription business and were ready to fast track it to the next level."
Each paper will undergo "a full diagnostics evaluation . .. across multiple dimensions – people, process, technology, marketing, and content," LMA says. "They will benchmark current performance, identify short-term optimization opportunities, and recommend longer-term transformation roadmaps. This includes providing a detailed scorecard to show how each publisher sizes up, and a dashboard for measuring ongoing progress. The publishers will also have robust support from Google teams that bring expertise in data, strategy, technology, product, and marketing. LMA will lead the cohort community building with the participating publishers, helping them benchmark their progress and share key learnings and best practices. These insights will then be shared with the industry at large. A three-hour workshop on September 18 at Elevate, a joint LMA/LMC event, will feature the top recommendations and lessons learned."