LINA Summit 2025 Resources

Keynote presentation

International News Media Association – Jodie Hopperton

The words news and journalism are often used interechangeably, but they’re not the same. Jodie Hopperton joined us to explore this idea and the role of local news in the information economy.

Key takeaways

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Aligning profit with purpose

Croakey Health Media – Melissa Sweet, The Klaxon – Anthony Klan, The Conversation – Margy Vary

This panel explored the alignment of profit and purpose in journalism, focusing on defining and measuring impact, systems thinking, and accurate social impact reporting.

Key takeaways

Understanding and intentionally defining ‘impact’ is crucial. Different definitions, such as net positive change and long-term societal change, require careful consideration to avoid overclaiming and maintain credibility with stakeholders.
The theory of change is vital for mapping inputs, outputs, and outcomes, which helps organizations measure their impact effectively and efficiently. This approach is especially important for engaging funders who seek assurance that their resources are used effectively.
Systems thinking aids in viewing projects within the larger ecosystem, revealing how different media roles fit into the wider context and showcasing a model’s unique suitability for specific objectives, as demonstrated by The Guardian and The Conversation.

Next steps

Develop a clear and intentional definition of ‘impact’ specific to your organisation’s goals, ensuring alignment with globally accepted standards and making it easier to communicate with stakeholders.
Create a theory of change for current projects to clearly outline the causal links between inputs and desired impacts, assisting in efficient resource allocation and providing a transparent framework for funders.
Integrate systems thinking into strategic planning by considering how your organisation fits into the broader media ecosystem, allowing for better adaptation to stakeholders’ needs and increasing the appeal of your funding proposals.

From founder to leader

Nurture HR Consulting – Eva Wright

Eva Wright from Nurture HR Consulting shared how to identify and develop leadership styles to suit different situations and a growing team. She also provided a framework for succession planning to ensure the team continues to thrive and evolve.

Key takeaways

Next steps

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Reporting with care: mental health

Mindframe – Elizabeth Paton, Star Observer – Chloe Sargeant

Elizabeth Paton shared best-practice advice and tools to support responsible reporting of news related to mental health, suicide and alcohol and drugs, while Chloe Sargeant spoke of the harm of irresponsible reporting on LGBTIQA+ communities.

Key takeaways

The effects of stigma are often more distressing than the symptoms of an illness
Werther effect: problematic communication about suicide deaths is associated with increased rates of suicide and attempts
Positive impacts—Papageno effect: sharing stories of people who have got through a suicidal crisis, or sharing ‘alternatives’ to suicide
Be careful not to out, misgender, misrepresent or erase LGBTIQA+ people and communities.
If you don’t think you’re the right person to tell a story, say so
Stories about systemic issues e.g. shortage of psychiatrists, are important, but media should always highlight many different types of supports available. E.g. local headspace, peer support worker, online services, mental health social worker. Don’t promote sense of helplessness.
Help to demystify e.g. stories about what’s it like to call up Lifeline.

Next steps

Contact Mindframe to access free resources or support: mindframe@health.nsw.gov.au, or access additional resources here.
Make current best-practice guidelines available for your newsrooms’ journalists to access as needed.
Could hold a team training on LGBTIQA+ reporting e.g. ACON pride training
Reach out to an LGBTIQA+ organisation to share lived experiences for relevant stories e.g. Star Observer

If you need support, you can contact Support Act a 24/7 Mental Health Counselling service: 1800 959 500.

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Building audience relationships

International News Media Association – Jodie Hopperton, Western Weekender – Troy Dodds, Western Echo – Melanie Grevis-James, Murray Bridge News – Peri Strathearn

Do you know what your audience wants? How? Troy Dodds (Western Weekender), Melanie Grevis-James (Western Echo) and Peri Strathearn (Murray Bridge News) shared some innovative ways to understand your audience and strengthen your community connections.

Ethics in reporting

Australian Press Council – Paul Nangle, MEAA / Brunswick Voice – Mark Phillips, Tasmanian Inquirer – Bob Burton, LINA Board Member – Alan Sunderland

Panel discussion focused on ethics in journalism and media accountability. Key topics included the importance of transparency, maintaining editorial standards around advertising, disclosing political donations, and protecting source confidentiality.

Key takeaways

Transparency is key: engage with the ethical processes, show your “workings” about ethical decisions e.g. through editorials
Maintain strict editorial rules around advertising relationships
Implement clear disclosure policies for political donations above $1,000
Use current guidelines for reporting on sensitive topics e.g. domestic violence
Establish clear protocols for protecting source confidentiality
Develop transparent correction and complaint procedures for publications

Next steps

Establishing good workplace culture

Nurture HR – Eva Wright

Eva Wright from Nurture HR Consulting shared her knowledge on how to keep teams engaged, by establishing and maintaining good workplace culture. The session explored how to be mindful of ‘unwritten rules’ that can impact team morale and how to foster a sense of belonging in the workplace.

Key takeaways

Next steps

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Revenue ideas workshop

Bastion Agency – Jenni Ryall, State of Digital Publishing – Vahe Arabian, 8CCC – Benjamin Erin, Interplay Media – James Spinks

Panelists shared insights on innovative revenue models. Topics included experimentation, community engagement, brand partnerships, and evolving revenue strategies with a strong emphasis on video, cross-platform opportunities, LinkedIn, and email monetisation.

Key takeaways

Next steps

Develop and implement a comprehensive video content strategy to capitalise on its potential for increasing audience engagement and revenue.
Strengthen industry relationships and explore new partnership opportunities to diversify revenue streams and increase long-term sustainability.
Conduct a 12-week experimental project focused on a specific revenue initiative, evaluating its outcomes and potential for scaling up.

James Spinks (Interplay Media) and Benjamin Erin (8CCC)

Keeping it clean: Publishing and the law

ABC – Corey Jankie, Copyright Agency – Josephine Johnston, In The Cove – Jacky Barker

This panel discussion covered best practice for avoiding problems with copyright and defamation and provided general advice on what to do when your own work’s copyright has been infringed.

Key takeaways

Next steps

What this means for digital publishers:

Advocate with the government for solutions to licensing AI-trained datasets and other technological disruptions.
Join Copyright Agency in order to claim royalties for your work.
Implement collective licenses for organisations to manage the sharing of content
Watermark your content to make it more difficult for others to use it without crediting you.

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Future Media – Ricky Sutton

In this session, Ricky explained how the platform can help local news publishers make money and share their content and provided some tips on how to write and market a great newsletter.

Key takeaways

Next steps

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James Blackwell – Croakey Health Media, Georgina Harrisson – Amplify, Andrew Jaspan – 360info

This panel covered how news can spark discussions of important topics in our communities with care, nuance and facts.

Key takeaways

Some studies indicate that Australia is experiencing declining levels of civic engagement and participation in social change.
This is evident in reduced participation in social and community groups, as well as lower levels of interest in political activities and events, according to the Australian Leadership Index. A core feature of this is reduced trust in Australian institutions such as government bodies and media.

Next steps

Media kit workshop

Kenny Katzgrau – Redbank Green/Broadstreet

In this workshop, Kenny walked step-by-step through the media kit he uses at his local news publication Redbank Green in the US. He provided specific tips on how to close a sales deal with digital and print advertising, and which elements of a media kit are the most useful. Then, he invited audience members to show their media kits to him and be reviewed.

Key takeaways

A media kit is not a menu — they’re usually confusing to everyday people. It’s a poor replacement for a sales person, and acts better as a conversation starter.
Media kits should be made FOR the client. Can they trust you? Do they feel like you can help them? Pricing isn’t the top priority. Keep it simple.
Sometimes if you send the rates without a conversation, the client might just ghost because they don’t understand the value of the advertising, and you haven’t had the chance to explain it to them.

Next steps

News publishing & Big Tech

Claire Stuchbery – LINA

This session explored the relationship between news publishing and big tech, with a focus on the role of LINA in supporting its members in this evolving landscape. Key topics included the challenges and opportunities presented by AI, the need for collective bargaining and legal representation when dealing with tech giants, and the importance of inclusive policies that support smaller publishers based on editorial standards.

Key takeaways

How to build your listings revenue

Google – Chris Burgess

Aggy and Jamie of Newsport demonstrated a software tool that Newsport has been developing: NewsREAM. This tool has allowed Newsport to leverage their existing relationships with their local real estate sector to sell local advertisements. In its second year, the tool produced over $50,000 in revenue.

Key takeaways

Next steps

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Improving accessibility: Reach more of your community

Conrad Browne – Vision Australia Radio

Conrad explained who Vision Australia are, and why their role in improving accessibility is so important. He then shared some specific and helpful tips for news publishers to ensure their articles and multimedia content are accessible to those navigating vision loss.

Next steps

How to make your written content accessible:

Use plain language
Use descriptive link text e.g. instead of simply using two words ‘click here’, write something longer like ‘click here to learn more about xyz’
Break up content with sub headings, shorter paragraphs
Alt text: provide descriptions under images that can be read to someone with a visual impairment. Keep it at 1-2 sentences
Color contrast: Make sure text and background colours aren’t too similar
Use accessible fonts, e.g. simple ones like Arial
Avoid background images (can be distracting)

How to make video/audio content accessible:

Provide captions and transcripts
Audio description
Clean up audio to make it understandable

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Policy forum

Claire Stuchbery – LINA

LINA Executive Director Claire Stuchbery outlined the four main policy priorities that LINA is currently working on, and sought feedback from newsrooms. Claire and Nell (LINA’s Policy Officer) regularly visit Canberra for advocacy, primarily focusing on federal politics due to team capacity constraints.

Key takeaways

LINA policy priorities include: securing legislated government advertising commitments for locally and/or independently produced media, reforms to support not-for-profit newsrooms to access DGR eligibility for donations, updating Local Government Acts to include local digital publications (not just newspapers) and securing funding for newsrooms by expanding grant eligibility guidelines.
The discussion concluded with concerns about industry perception and the importance of balancing positive growth stories with realistic challenges facing the sector.

Next steps

Combatting burnout

Amrita Sidhu – Medianet, Dr Caroline James-Garrod – University of Melbourne, Eva Wright – Nurture HR Consulting, Genevieve Swart – Illawarra Flame

Amrita Sidhu opened this panel discussion with findings highlighting the issue of burnout among Australian journalists, and Dr Caroline James-Garrod followed this with takeaways from her research into technologies impact on this. The panel shared techniques for managing time poverty and mental health challenges due to stress.

Key takeaways

Next steps

Where possible, set boundaries for yourself and your team, to make room to recharge. Even if it means you take just a 5 minute break from the pressure of the newsroom.
If possible, invest in employee assistance programs and encourage a culture where good mental health is prioritised.
Connect with your peers, either within the workplace, or with groups like LINA to find solidarity with those having similar experiences.

If you need support, you can contact Support Act, a 24/7 Mental Health Counselling service: 1800 959 500.

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Producing news in languages other than English

Esra Dogramaci – Canva, Christopher Gogos – Neos Kosmos, Eduardo Jordan – Radio 4EB

Australia has a rich linguistic landscape, with around 400 languages spoken across the country, including many Indigenous languages. While English is the official language, the 2021 census showed that 23% of Australians speak a language other than English at home. In many instances, journalists relay not knowing how to report on people from minority groups for fear of misrepresentation or stereotyping.

Key takeaways

Next steps

Lightning talks

10 news publishers

Ten news publishers shared an elevator pitch on inspiring ideas and learnings in this quick-fire show-and-tell session.

Featured publishers

Bob Burton – Tasmanian Inquirer
Tasmanian Inquirer provided examples of a number of stories that have been broken and/or enhanced through freedom of information requests and offered to demonstrate how to access them to interested publishers.

Simon Holt – My City Media
A team is developing a data-scraping widget to easily access business contact information for specific streets, currently in beta testing. The tool aims to reduce manual research time to around 10 minutes.

Kenny Katzgrau – RedBank Green
RedBank Green demonstrated “Party Line,” a WordPress plugin allowing readers to submit content via text message. The system enables coverage of community events, breaking news, and user-generated content while maintaining editorial control.

Suzannah Lyons – 360info
360info presented their research news features wire service, which provides free, in-depth analysis and explainers from academics under Creative Commons licensing. They focus on providing context rather than breaking news or opinion pieces.

Aggy Renaundin – Newsport
Newsport showcased their beach cameras in Port Douglas and Bangkok, attracting 5,000 weekly viewers and providing weather updates and tide information. The cameras are positioned at surf lifesaving clubs.

Liam Fitzgerald – Fitzmedia
Fitzmedia Live presented their local online television platform serving the Warrnambool region, featuring news, sports, and events. The service reaches over 115,000 viewers and generates revenue through corporate video production and advertising.

Susie Williams – Fleurieu App
The Fleurieu App demonstrated effective use of QR codes for increasing downloads and engagement, with codes placed strategically throughout the community and at events.

Melanie Grevis-James – Western Echo
Western Echo shared their First Nations storytelling project, funded by a LINA micro-grant, featuring four stories from local elder Morris about indigenous history and culture in their area.

Belinda Cusack – Unmade
Unmade discussed their podcast strategy, emphasizing the importance of audio quality and professional equipment. The podcast has led to increased media opportunities and audience engagement.

Kaye Rodden – Prom Coast News
Prom Coast News detailed their launch of a community newspaper following the closure of a 139-year-old local paper. Starting with $25,000 in donations, they now produce a fortnightly broadsheet and digital edition serving the Wilson’s Promontory region.

ACMA policy update

Sam Holthouse – ACMA

Manager of Media and News Diversity at ACMA Sam Holthouse presented an update on the Media Diversity Measurement Framework. The framework, developed over several years with stakeholder input, consists of six indicators across three domains measuring news media diversity in Australia. The first three indicators relate to source diversity, the fourth indicator focuses on content diversity and indicators five and six look at exposure to diversity.

Key takeaways

About 70% of news brands are part of networks
Journalism workforce decreased by 19% between 2011-2021
News websites comprise 40% of professional news outlets, followed by radio at 30%
Higher levels of public interest journalism were found in regional/remote areas compared to metropolitan areas
News consumption is declining, particularly among 18-34 age group
Social media usage for news varies by age: Facebook preferred by those 45+ and Instagram by younger users
Overall trust in news is declining while distrust is increasing

Next steps

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Grow your audience on Search

Lais dos Santos – Google

This session focused on improving visibility and effectiveness of news content on Google platforms, involving participants linked to the Google Initiative and local news partners. The session aimed at educating attendees on Google’s policies, optimisation techniques, and tools available for enhancing news presence.

Key takeaways

Next steps

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Growing media literacy: How newsrooms can help combat mis and disinformation

Ben James – Australian Associated Press (AAP)

The discussion highlighted the importance of media literacy and fact-checking. It emphasised using a three-question approach to evaluate information sources and the role of pre-bunking in addressing misinformation. The conversation also touches on challenges posed by AI, foreign misinformation sources, and the value of hyperlocal fact-checking.

Key takeaways

Three question approach: consider who’s saying it, why they are saying it (motivations) and the evidence presented.
Primary sources are critical for verifying factual information, especially in the context of increasing misinformation and AI-generated content.
Pre-bunking, or addressing potential misinformation before it spreads, can be more effective than traditional debunking methods.
Engaging with influencers and using platforms like TikTok is essential to reach younger, potentially less media-literate audiences.

Next steps

Our News, Your Voice: Collective fundraising campaign

Tammy Schlitz – Balanced Effect

Tammy Schlitz (Balanced Effect) talks newsrooms taking part in the 2025 Our News, Your Voice fundraising campaign through preparation and execution three weeks out for this year’s giving week.

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AI policies and processes

Matt Brown – ABC, Josephine Johnston – Copyright Agency, Shaun Davies – Bastion Agency

An outline of copyright implications and content protection involved in the AI data chain and practical applications for AI tools in newsrooms.

Key takeaways

Next steps

Review and document acceptable error rates for AI content generation
Implement data security protocols for AI tool usage and data handling
Create clear guidelines for image manipulation and generative AI usage
Develop transparency and disclosure policies for AI-generated content
Establish consultation process with content creators about AI usage
Set up quality assurance workflow for AI-generated content review
Research and evaluate content authenticity tools like C2PA
Document principles for responsible AI usage in content creation
Implement process for audience feedback on AI-generated content

Earning and keeping trust

Matt Martino – ABC, Silvia Montaña-Niño – Centre for Advancing Journalism, Bob Burton – Tasmanian Inquirer

This presentation covers earning and keeping trust in journalism, including the importance of fact-checking and Freedom of Information (FOI) requests. The speakers (ABC Verify Lead Matt Martino, Centre for Advancing Journalism Lecturer Silvia Montaña-Niño and Tasmanian Inquirer Publisher Bob Burton) discussed the changing landscape of fact-checking, the value of FOI requests and provided practical guidance on how to conduct both.

Key takeaways

Bob introduced Tasmania Inquirer, a small newsroom with a high-impact approach, which had won numerous awards through careful use of right to information (FOI) requests to differentiate their journalism. He emphasised the benefits and steps of FOI, noting the importance of having local expertise and understanding legislation nuances.
Sylvia Montano-Nino discussed the evolving landscape of fact-checking, highlighting changes brought by social media platforms and global conflicts. Fact-checking had shifted from political verification to also addressing misinformation on social media, complicating sustainability for fact-checking organisations. She identified key values in fact-checking practices such as verifiability, detectability, harmfulness, and explainability, proposing a focus on “check-worthiness” over traditional newsworthiness.
Matt Martino detailed his work at ABC News Verify, focusing on visual verification of user-generated content. He introduced a methodology acronym “SIDE” for verifying content: Stop, Investigate, Discover, and Examine. Martino stressed the importance of verifying location, time, and source, and highlighted tools and practices for building trust and transparency in reporting, such as documenting errors and ensuring verification in articles. The presenters invited questions and offered resources for fact-checking and FOI requests.

Next steps

Making money from multimedia

Angela Priestly – Women’s Agenda, Jonas Jaanimagi – IAB Australia, Vanessa Robb – Mercato

Mercato CEO Vanessa Robb took publishers through digital retail media, IAB Tech Lead Jonas Jaanimagi outlined new trends and predictions in digital advertising, and Women’s Agenda Co-Founder Angela Priestly described the partnerships that have made podcasts a successful revenue source for the publication.

Key takeaways

Digital signage: Publishers can sell inventory (on behalf of advertising clients) on the screens and display news real-time and an change the content remotely depending on time, weather etc. Can also be used to showcase news stories and direct traffic to websites.
Digital advertising: Third party cookies are on their way out, there will soon be a requirement for an explicit notice of consent for advertising (consumers will need to opt in to receive advertising, not out), ‘search’ represents 44% of the total Australian internet advertising market in 2024, video outperforms the broader display advertising market in 2024.
Podcasts: easier than other revenue strategies e.g. events, a powerful medium (intimate), getting a lot of attention right now e.g. political campaigns and accessible to audiences (e.g. can consume this content while multi-tasking).

Next steps

Contact Mercato or LINA for more info about implementing digital signage advertising.
Try AI tools for podcast creation e.g. transcribing interviews, doing a paper edit.
Don’t rely on creating content through AI, because advertising models are getting better with identifying and won’t align themselves with this risky content
Partner with relevant organisations to monetise podcasts.

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Big tech and AI update

Jodie Hopperton – International News Media Association (INMA)

This session explored changing consumer behaviour in news consumption, detailed the impact of AI and new technologies on news delivery and covered audio content trends and opportunities.

Key takeaways

Traditional search behaviour is shifting from keyword queries to conversational AI interactions
AI overview features are appearing at the top of search results, potentially reducing traffic to publisher sites
Traffic from chatbots is increasing but not fully offsetting decreased search traffic
Publishers are seeing less data feedback as interactions move to local devices
There is a growing importance of audio content across age groups
Voice interfaces are becoming more prevalent through smart speakers and AI assistants
Tools like Eleven Labs and Notebook LM enabling easy audio content creation
Publishers need to adapt content for audio consumption rather than simply narrating written articles.

Next steps

Monitor AI bot scraping using tools like Tollbit and Scalepost
Ensure content optimisation strategies need to balance traditional SEO with AI discovery
Analyse your current content formats and develop strategy for multi-format content delivery (audio, video, text)
Evaluate your current traffic sources and develop strategy for core audience engagement
Focus on customer-centric approaches and quality content
Monitor data carefully to understand changing consumption patterns
Consider long-term strategy beyond immediate revenue
Adapt to “liquid content” where traditional format boundaries blur
Maintain brand strength while exploring new distribution methods

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Building brand recognition

Jenn Donovan – Small Business Made Simple podcast

Marketing expert and host of ‘Small Business Made Simple’ podcast Jen Donovan shared her knowledge of how to tell the unique stories behind newsrooms, as well as tools and tips to build brand awareness.

Key takeaways

Next steps

Create a mission statement so you have a clear vision of how you want your community to view you.
Ensure you have an About Us page.
Use QR codes for interactive and measurable engagement options.
Check LINA’s exhaustive list of Tools and Resources that can help you choose palettes and create logos, as well as planning social media posts and more.
Set up your Impact Tracking dashboard so you can keep track of the feedback you’re getting from your community.

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Preparing explainers

Felicity Lewis – The Age, Jean Anselmi – The Westsider, Jordan Hayne – ABC, Suzannah Lyons – 360info

The discussion explored the role and evolution of explainer journalism across various platforms. Panelists emphasised understanding audience needs through data, crafting engaging content with expert input, and presenting complex topics accessibly. The conversation highlighted the importance of visuals and multimedia in storytelling, especially for reaching diverse and younger audiences.

Key takeaways

Explainers are increasingly popular and appreciated by audiences for their ability to provide context and facilitate understanding of complex topics.
Including expert voices enriches explainer content and enhances its credibility, allowing audiences to grasp nuanced insights.
Audience engagement and input significantly influence the direction of explainer topics, emphasising the importance of data-driven content creation.

Next steps

Develop more explainer content that taps into surprising and niche audience interests, such as geopolitical or scientific topics.
Enhance the use of multimedia formats, like video and graphics, to present explainers in more engaging and accessible ways.
Foster collaboration with academic and expert sources to ensure the accuracy and depth of the contextual content provided in explainers.

Reporting on councils

Cat Holloway – Spark Shoalhaven, Josie Vine – The Westsider

This discussion covered council reporting challenges and strategies, relationship building with local government and the importance of transparency in council coverage.

Key takeaways

While covering local councils can be challenging, it serves a vital role in community engagement and democratic accountability.Key recommendations included:

Maintaining professional distance while building working relationships with councilors
Using multimedia approaches to increase engagement
Taking advantage of legal resources like ABC’s pro bono defamation service
Focusing on operational decisions rather than personal conflicts
Understanding the distinction between council staff and elected officials
The significant role of CEOs and bureaucrats in council operations, often overshadowing elected officials
Issues around council transparency and attempts to restrict media access
The value of multimedia reporting in engaging younger audiences with local government issues

Next steps

Use LINA’s pro bono legal service to check council reporting content before publishing
Sign up for the upcoming defamation workshop on April 15, 2025
Attend local council meetings to monitor and report on proceedings
Build relationships with individual councillors as reliable sources while maintaining professional boundaries
Monitor council spending and budgets, particularly CEO salaries and expenses
Document and report on planning decisions made by local council
Create multimedia content (videos, visuals) to better engage younger audiences about council matters
Register as a Copyright Agency member to protect content being used by councils.

Revenue Growth Program 2025: Show and tell

Jenni Ryall – Bastion Agency, publishers in the 2025 Revenue Growth Program

Publishers shared their projects, experiences and outcomes (so far) of participating in the ongoing Revenue Growth Program, ran by LINA and Bastion Agency.

Key takeaways

Next steps

Successful business models around the world

Miguel Loor – Sembra Media

Miguel Loor (Sembra Media) shared insights from news businesses in South and North America and Europe and business models and income streams that are working in other jurisdictions.

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2025 Debate and final plenary

Various speakers

A debate on whether AI would erode public trust in media featured teams arguing for and against, with the negative side ultimately winning audience support. Their key argument was that AI itself cannot erode trust, only people misusing it can do so, while proper AI implementation could enhance journalism.

During the final plenary participants shared key takeaways and future actions.

Key takeaways

Next steps