How can we match our teams to rapidly growing diverse audiences to produce truly relevant content? Specifically, as European newsrooms seek to engage more women, what steps are they taking to examine the gender makeup of their own news teams? We’ll look at key research on gender in news, and hear how newsrooms are redefining their staff.

1. Does your newsroom look like
your target audience?
ONA April 2016
Elinor Shields and Olga Stern

2. The Challenge: Who makes the news?
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3. GMMP 2015: Key findings as News Subjects
In 2015:
75% men
25% women
In 2010:
76% men
24% women

4. Presence of women and girls in the news
1995-2015 Region 1995 2000 2005 2010 2015
Africa 22% 11% 19% 19% 22%
Asia 14% 17% 19% 20% 20%
Caribbean 22% 24% 25% 25% 28%
Europe 16% 19% 21% 26% 26%
Latin America 16% 20% 23% 29% 29%
Middle East 14% 15% 15% 16% 18%
North America 27% 25% 26% 28% 36%
Pacific 20% 25% 26% 25% 26%
GLOBAL AVERAGE 17% 18% 21% 24% 25%

5. Stories where issues of gender equality or
inequality are raised, by regionRegion 2010 2015
Africa 5% 9%
Asia 3% 8%
Caribbean 9% 19% highest
Europe 3% 6%
Latin America 12% 7%
Middle East 4% 6%
North America 10% 17%
Pacific 1% 1% lowest
GLOBAL AVERAGE 6% 9% (Up 3% in 5 years)

6. Social discovery embraced by women more
than men
But it is the only discovery mechanism that appeals
more to female users.
Those who visit news sites regularly, sign up for email,
or receive mobile notifications are heavily male skewed.
RISJ Digital News Report 2015

7. Women are underpresented in all levels of
● Craft
● Production
● Technical

8. The opportunity: Women matter

9. To reflect the real world and our audiences
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10. To drive creative and audience growth
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11. Pushing
Diversity
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● People
● Culture
● Content
● Technology
● Measurement

12. The BBC: Changing culture and content
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13. Enable
● Leadership
● Women in
technical
production
● Grassroots
change
http://www.unmultimedia.org/radio/english/wp-content/uploads/2015/12/04-13-unicef-nigeria-inside.jpg

14. Surface
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Targeted
Holis.c
On air
Social-first

15. Track: ‘If you don’t measure it, you don’t mean it’
❏ Actionable metrics
❏ Growth experiments
❏ Deep dives