Audiences today are becoming increasingly fragmented, scattered across platforms, and harder to reach than ever. This is especially true for the elusive younger generation. How can the media capture their attention and win their trust? With an array of tools at their disposal — ranging from innovative formats and trending topics to fresh approaches to journalism — newsrooms have plenty of opportunities to adapt and thrive.

But it’s not just about trying everything; it’s about understanding what resonates with young audiences and building meaningful connections. Join us for an engaging session that explores how the media can attract the next generation of news consumers, cultivate their loyalty, and secure the future of journalism in an ever-evolving landscape.

Will Cope | European Journalism Training Association (EJTA)

Belle De Jong | The European Correspondent

Mehdi Khelfat | Radio-télévision belge de la Communauté française (RTBF)

Petra Kovačević | Faculty of Political Sciences, University of Zagreb

Moderated by: Vito Laterza | University of Agder