New GNI/LION program to optimize Canadian publisher sites

LION Publishers is partnering with the Google News Initiative (GNI) on a pilot program this fall that will provide up to 20 Canadian publishers with actionable feedback and training to optimize their websites and increase engagement with their audiences. 

The Web Optimization Pilot will start with a Google Analytics audit (separate from the LION Sustainability Audit), followed by group training sessions and optional one-on-one office hours. 

This program is ideal for publishers with an existing reader revenue strategy that can be audited. Publishers without one can still participate in the learning sessions, but will not receive an audit from GNI.

Selected participants will commit to spending 6-10 hours total in the program, which will run from October 20 to November 24, 2025. The deadline to apply is October 8 at 5 p.m. PT. 

Sessions

• Your Reader Engagement Audit, Part 1
• Your Reader Engagement Audit, Part 2
• Reader Engagement Working Group
• Your Reader Revenue Audit, Part 1
• Your Reader Revenue Audit, Part 2
• Reader Revenue Working Group

Eligibility

• Produce original news content on a website based in Canada 
• Member of LION Publishers or Press Forward 
• Adhere to Google Publisher Restrictions
• Can commit to attending all six sessions
• Willing to share insights with other publishers in group sessions
• Your organization does not employ government officials or individuals who are also employed by government entities 

More program requirements are listed in this short program application form. Submit your application by October 8 at 5 p.m. PT. We will notify selected participants by October 15.

This pilot is part of an expanded effort to provide additional programs and support for independent news publishers across Canada. Applications are also currently open for a Train the Trainers program, led by Katie Mercer at Blue Engine Collaborative, that will support newsroom leaders who want to strengthen their leadership skills and learn best practices for growing their business.

Additionally, we’ve recruited and trained 13 new coaches who have expertise in the Canadian publishing industry. These coaches have been working with LION members and are available to work with other independent, digital publishers who take a Sustainability Audit this fall. Contact us at membership@lionpublishers.com if you have any questions about these programs.