The Irish Farmers Journal will participate in the 12th edition of the Google News Initiative (GNI) Subscriptions Academy programme, delivered through a partnership between Google and Financial Times (FT) Strategies.

The cohort for 2025 includes 12 publishers from eight countries across Europe, the Middle East and Africa: Czechia, France, Ireland, Italy, Lebanon, South Africa, Spain, United Arab Emirates.

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Subscriptions Academy is a five-month, hands-on programme that helps news publishers accelerate their reader revenue streams by assessing their current performance, defining an ambitious vision for their digital subscription business and building the engine that will take them to their goal. The programme will help each publisher define an ambitious vision for their digital subscription businesses and move towards their targets through experimentation. The selection process was extremely competitive with more than 30 applications globally.

Drawing on the expertise of the GNI, FT Strategies, and broader industry subject matter experts, Subscriptions Academy addresses each step of digital subscriptions, from traffic acquisition to subscriber retention, and the organisational skills publishers need to succeed in the digital age. The Google News Initiative and FT Strategies work in partnership during the programme to help participating publishers reach their goal, each providing expert advice to publishers. Participants will receive dedicated 1:1 support and learn from the shared experiences of other cohort members across the region.

“We are honoured to be selected for the Subscriptions Academy programme for the Irish Farmers Journal. As Ireland’s leading agricultural publication, we are committed to evolving with our readers and delivering value through digital innovation. This opportunity allows us to refine our subscription strategy, deepen engagement, and ensure our journalism continues to support and empower the farming community in a rapidly changing media landscape’’ Sheena Hopper, Head of Marketing, Agricultural Trust.

“The landscape of digital subscriptions is one of relentless evolution, where understanding and adapting to reader needs, leveraging technology, and forging strong, engaged communities are not just aspirations but essential components of survival and growth. We are delighted to accept the next cohort of news publishers from across EMEA to explore each stage of their subscription journeys and support their long-term digital transformation. From the initial Discovery phase to setting their North Star goal, and the crucial Experimentation phase in which ideas come to life, every step is a building block towards their success and we are so excited to begin this journey with each of our twelve publishers in this cohort.” - Lisa MacLeod, Director of News at FT Strategies.

About the Google News Initiative

The Google News Initiative represents Google’s largest-ever effort to help journalism thrive in the digital age. In collaboration with editors and journalists worldwide, the Google News Initiative (GNI) strives to foster a more sustainable, diverse, and innovative news landscape. Through a comprehensive suite of programs, digital tools, training, and resources, the GNI empowers journalistic endeavours, enabling journalists to effectively discover, verify, and narrate compelling stories while upholding the highest standards of quality journalism.

About FT Strategies

FT Strategies is the specialist media consultancy owned by the Financial Times. Staffed by the experts who successfully transformed the FT’s business model in the face of disruption, FT Strategies provides the expert insight and consulting excellence required to transform the future of business based on real-world, first-hand experience. FT Strategies has worked with over 800 organisations globally, helping them to address strategic challenges, drive sustainable growth and innovate using AI, technology and data.