Attracting new and younger audiences is critical for publisher growth, but engaging this next generation of digital media natives isn’t as simple as posting some content to TikTok or Instagram. It requires a broader rethinking of content and audience strategy, including the types of stories being told, how they are delivered and who is telling them.

In this session, join The Washington Post’s Phoebe Connelly and Arc XP’s Jeana Garms for a conversation about the strategies The Post is using to attract younger and more diverse audiences, from leaning into more utility and news you can use to adding new types of content creator roles in the newsroom.